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Special Issue of Psychology & Marketing: Consumer Neuroscience & Marketing Communications

One of the marketing disciplines that is experiencing exponential growth in recent years is consumer neuroscience, which consists of the application of techniques from psychology, neuroscience and physiology to the study of the neuropsychological origin of consumer attitudes, preferences, intentions and behaviors. Thus, methodologies such as eye-tracking, skin conductance, electroencephalography or functional Magnetic Resonance imaging, among others, are being applied to better understand the psychological mechanisms underlying consumer decision-making in advertising, e-commerce, product or price environments. Scholars in marketing and psychology are greatly advancing knowledge about the psychological and neural bases of health-communications persuasion, attention and memory triggered by product labeling and prices, as well as the perceived trust and risk in online shopping environments.

Despite the growth of neuroimaging studies identifying the psychological origin of advertising effectiveness, it is surprising, nevertheless, to discern how most studies omit clarifying the neural and psychological origin of communication effectiveness in marketing environments, a field in which consumer neuroscience can make a difference as increased preferences or intentions towards advertisements rarely translate into actual consumer behaviors lining up with the advertised product or social action. The aim of this Special Issue is, therefore, to deepen our understanding of neural and psychophysiological mechanisms underlying the preference, persuasion and evaluation of diverse typologies of advertisements.

Theoretical and conceptual explorations, as well as methodological and laboratory-based research that makes use of tools such as skin conductance, eye-tracking, electromyography, electroencephalography and functional Magnetic resonance imaging, are especially welcome. Accordingly, potential manuscript topics may include, but not be limited to:

• Psychological theories that can be used to understand why and how positive attitudes, preferences and intentions towards advertising do (not) translate into purchasing behaviors.
  • Assessing the neural correlates of advertising effectiveness, including persuasion, attention, value, self-relevance and memory in a wide range of advertising domains, namely political, environmental, social or health communications.
  • Assessing the ability of neural responses triggered by diverse media elements of advertising (e.g., voice, color, level of involvement or message framing) to predict behaviors beyond traditional self-reported outcomes.
• Psychological processes involved with the evaluation of advertisements included in online contexts, such as online gambling, e-commerce of social media.
  • Psychological processing of messages considering the influence of environmental factors, such as the type of product (e.g., utilitarian vs. hedonic), the type of purchase (e.g., habitual, sporadic, impulse) and the features of the manufacturer (e.g., profit vs. non-profit companies).
• Individual variables moderating the neuropsychological processing of advertising, such as age, gender, culture or levels of IT expertise or impulsiveness.
  All manuscripts that address these and related questions will be considered by the Special Issue Guest Editors, Luis-Alberto Casado-Aranda (This email address is being protected from spambots. You need JavaScript enabled to view it.) and Juan Sánchez-Fernández (This email address is being protected from spambots. You need JavaScript enabled to view it.).

To submit a manuscript, please follow the manuscript submission guidelines as detailed under “Instructions to Authors” on the Wiley Psychology & Marketing website

Address your cover letter to Charles Hofacker This email address is being protected from spambots. You need JavaScript enabled to view it.), Psychology & Marketing Special Issues Editor, and note in your cover letter that your manuscript is being submitted for publication consideration in the “Consumer Neuroscience & Marketing Communications” Special Issue. The deadline for submitting manuscripts for this Special Issue is November 30, 2021.