Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach
Sustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popu...
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-02-01
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| Series: | Symmetry |
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| Online Access: | https://www.mdpi.com/2073-8994/12/2/305 |
| _version_ | 1798042095742615552 |
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| author | Mehrbakhsh Nilashi Elaheh Yadegaridehkordi Sarminah Samad Abbas Mardani Ali Ahani Nahla Aljojo Nor Shahidayah Razali Taniza Tajuddin |
| author_facet | Mehrbakhsh Nilashi Elaheh Yadegaridehkordi Sarminah Samad Abbas Mardani Ali Ahani Nahla Aljojo Nor Shahidayah Razali Taniza Tajuddin |
| author_sort | Mehrbakhsh Nilashi |
| collection | DOAJ |
| description | Sustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers’ decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers’ decision making in adopting neuroscience techniques for sustainable product development and marketing. |
| first_indexed | 2024-04-11T22:30:43Z |
| format | Article |
| id | doaj.art-fa76d47ff2dc47c688db976f8d57e4f3 |
| institution | Directory Open Access Journal |
| issn | 2073-8994 |
| language | English |
| last_indexed | 2024-04-11T22:30:43Z |
| publishDate | 2020-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Symmetry |
| spelling | doaj.art-fa76d47ff2dc47c688db976f8d57e4f32022-12-22T03:59:26ZengMDPI AGSymmetry2073-89942020-02-0112230510.3390/sym12020305sym12020305Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making ApproachMehrbakhsh Nilashi0Elaheh Yadegaridehkordi1Sarminah Samad2Abbas Mardani3Ali Ahani4Nahla Aljojo5Nor Shahidayah Razali6Taniza Tajuddin7Institute of Research and Development, Duy Tan University, Da Nang 550000, VietnamDepartment of Information Systems, Faculty of Computer Science & Information Technology, University of Malaya, Kuala Lumpur 50603, MalaysiaDepartment of Business Administration, College of Business and Administration, Princess Nourah bint Abdulrahman University, Riyadh 11451, Saudi ArabiaInformetrics Research Group, Ton Duc Thang University, Ho Chi Minh City 758307, VietnamDepartment of Business Strategy and Innovation, Griffith Business School, Griffith University, Brisbane 4122, AustraliaDepartment of Information System and Technology, College of Computer Science and Engineering, University of Jeddah, Jeddah 23218, Saudi ArabiaSoftware Engineering Department, Faculty of Computing and Information Technology, Tunku Abdul Rahman University College, Kuala Lumpur 53300, MalaysiaFaculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, Kedah 42300, MalaysiaSustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers’ decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers’ decision making in adopting neuroscience techniques for sustainable product development and marketing.https://www.mdpi.com/2073-8994/12/2/305sustainable productgreen marketingneuromarketingdecision-makingconsumer behavior |
| spellingShingle | Mehrbakhsh Nilashi Elaheh Yadegaridehkordi Sarminah Samad Abbas Mardani Ali Ahani Nahla Aljojo Nor Shahidayah Razali Taniza Tajuddin Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach Symmetry sustainable product green marketing neuromarketing decision-making consumer behavior |
| title | Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach |
| title_full | Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach |
| title_fullStr | Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach |
| title_full_unstemmed | Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach |
| title_short | Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach |
| title_sort | decision to adopt neuromarketing techniques for sustainable product marketing a fuzzy decision making approach |
| topic | sustainable product green marketing neuromarketing decision-making consumer behavior |
| url | https://www.mdpi.com/2073-8994/12/2/305 |
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