European Journal of Marketing: Volume 52 Issue 1/2

Guest editorial

Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer

To grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field’s parameters. This…

The face of contagion: consumer response to service failure depiction in online reviews

Online consumer reviews (OCRs) have emerged as a particularly important type of user-generated information about a brand because of their widespread adoption and influence on…

Applying EEG in consumer neuroscience

This paper aims to review past papers focused on understanding consumer-related topics in marketing and related interdisciplinary fields to demonstrate the applications of…

Using EEG to examine the role of attention, working memory, emotion, and imagination in narrative transportation

This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to…

Trust me if you can – neurophysiological insights on the influence of consumer impulsiveness on trustworthiness evaluations in online settings

The purpose of this study is to examine how consumer personality trait impulsiveness influences trustworthiness evaluations of online-offers with different trust-assuring and…

Influence of aggregated ratings on purchase decisions: an event-related potential study

In an online shopping environment, individual reviews and aggregated ratings are important anchors for consumers’ purchasing decisions. However, few studies have considered the…

Users’ reactions captured by means of an EEG headset on viewing the presentation of sustainable designs using verbal narrative

The aim of this paper is to determine whether consumers accept new arguments for choosing a product that adapts to future needs. It is also seeking to investigate whether the…

Measuring consumer neural activation to differentiate cognitive processing of advertising: Revisiting Krugman

Herbert Krugman (1971) was among the first marketing scholars to utilize electroencephalography (EEG) to examine advertising. However, nearly five decades have transpired since…

fMRI neuromarketing and consumer learning theory: Word-of-mouth effectiveness after product harm crisis

The purpose of this paper is to examine the impact of gender on the neural substrates of theories on consumer behavior (i.e. the original compared with the revised versions of…

An investigation of the neural correlates of purchase behavior through fNIRS

This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a…

The application of mobile fNIRS to “shopper neuroscience” – first insights from a merchandising communication study

This study is the first to examine consumer’s neural reaction to different merchandising communication strategies at the point-of-sale (PoS) by applying functional near-infrared…

When and how managerial ties matter in international competitive strategy, export financial and strategic performance framework: A standardized or customized approach?

This study aims to present two new contingent frameworks that hypothesize the moderation role of managerial ties (MTs) in the international competitive strategy-export financial…

The new me or the me I’m proud of?: Impact of objective self-awareness and standards on acceptance of cosmetic procedures

This study aims to investigate how comparing physical aspects of the self to fashion models in mass-mediated images result in body dissatisfaction and what mechanisms could be…

Bringing sensory anthropology to consumer research

Multisensory stimulation is integral to experiential consumption. However, a gap persists between recognition of the importance of multisensory stimulation and the research…

Figuratively speaking: of metaphor, simile and metonymy in marketing thought

Much has been written about metaphor in marketing. Much less has been written about simile and metonymy. It is widely assumed that they are types of metaphor. Some literary…

Spot the difference: examining facial characteristics that enhance spokesperson effectiveness

This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source…

What’s best for whom? The effect of product gender depends on positioning

This paper aims to investigate how product positioning affects the influence of product gender on consumers’ product evaluations.

The role of psychological empowerment in climate-protective consumer behaviour: An extension of the value-belief-norm framework

This paper aims to address the role of psychological empowerment in proenvironmental consumer behaviour, focussing on climate protection.

Using attribution to foster public support for alternative policies to combat obesity

An increasing array of policies have been suggested to combat rising obesity. Regardless of the policy intervention that is selected each comes with a cost in the form of…

Fifty years of the European Journal of Marketing: a bibliometric analysis

The European Journal of Marketing was created in 1967. In 2017, the journal celebrates its 50th anniversary. Therefore, the purpose of this study is to present a bibliometric…