[Home ] [Archive]   [ فارسی ]  
:: Main :: About :: Current Issue :: Archive :: Search :: Submit ::
:: Volume 10, Issue 4 (Autumn 2022) ::
Shefaye Khatam 2022, 10(4): 44-61 Back to browse issues page
Identifying a Network Model to Attract Actual Customers through Neuromarketing: A Comparative Study of Insurance and Mushroom Industries
Parvin Afshar, Mohammad Jalili *, Alireza Aghighi
Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran , mohammadjalilee@yahoo.com
Abstract:   (278 Views)
Introduction: The primary purpose of this study is to identify a network model to attract actual customers through neuromarketing and compare the insurance and mushroom industries. Materials and Methods: The method of study is a descriptive survey. the statistical sample was 9 experts in neuroscience, marketing, insurance, and the mushroom industry selected by Judgmental sampling. The method of analysis is Multiple Attribute Decision Making. Data were collected by the library-questionnaire method. fuzzy Delphi was used to screen, FUZZY DEMATEL to determine the effect of factors, fuzzy network analysis to prioritize dimensions in Excel, and super decision. Results: Dimensions of neuromarketing were identified in 3 dimensions (physiological, personality, and social dimension) and 8 sub-criteria. In the insurance industry, the social dimension of the product (weight: 0.319) with the fulfillment of commitments (weight: 0.074), and in the mushroom industry, the physiological dimension of the product (weight: 0.346) with visual and auditory stimuli (weight: 0.0658) are the most effective dimension of neuromarketing in attracting actual customers. Conclusion: In the insurance industry attention to intangible dimensions, like trust, has a greater role in attracting actual customers. In the mushroom industry, the physiological dimension and visual-auditory senses, which have a tangible nature, have an important role in attracting actual customers. This may be due to brain processes in dealing with tangible and intangible stimuli taken from senses that need to be monitored in specific brain areas using MRI and fMRI.
Keywords: Neurosciences, Brain, Decision Making
Full-Text [PDF 3445 kb]   (60 Downloads)    
Type of Study: Research --- Open Access, CC-BY-NC | Subject: Basic research in Neuroscience
1. Agarwal S, Dutta T. Neuromarketing and consumer neuroscience: current understanding and the way forward. Decision. 2015; 42(4), 457-462. [DOI:10.1007/s40622-015-0113-1]
2. Slijepcevic M. Popovic sevic N, Radojevic I. Limiting Aspects of Neuromarketing Research Mednarodno inovativno poslovanje; Journal of Innovative Business and Management. 2019; 11(1): 72-83. [DOI:10.32015/JIMB/2019-11-1-8]
3. Karampour A, Saeedi M, Sheikh Bagheri E. Determining the model of mental image of the brand based on brand citizenship behavior (case study of Sarmad Insurance). Management and Entrepreneurship Studies. 2020; 6(31): 25-9.
4. A. Scordis N. "Underwriting, Investing and Value: Evidence from Simulation and from Market Data," Journal of Insurance Issues, Western Risk and Insurance Association. 2019; 42(1), 1-36. [DOI:10.2139/ssrn.3320112]
5. Satish K. The Dynamics of General Insurance Sector in India - Growth and Performance Perspective. International Journal of Engineering and Advanced Technology (IJEAT). 2019; 9(2). 536-540. [DOI:10.35940/ijeat.B3261.129219]
6. Afshar P, Ahmadi M, Jalili M, Norouzi Nejad H. The Necessity of International Marketing, Export and Financing of Agricultural Projects in Iran Case Study: Types of Edible and Medicinal Mushrooms, Third National Conference on Entrepreneurship and Management of Knowledge-Based Businesses, Babolsar. 2015.
7. Solomon P. Neuromarketing: Applications, Challenges and Promises. Biomed J Sci & Tech Res. 2018; 12(2): 9136-9146. [DOI:10.26717/BJSTR.2018.12.002230]
8. Ghorbani A, Qara Biglou H, Peyman F. Designing a client attraction model with a neural marketing approach in state-owned banks using data foundation theory. Management of Government Organizations. 2016; 5(3): 140-113.
9. Cardenas G. Neuromarketing as an effective tool for education in sales and advertising. Revista Latina de Comunicacion Social. 2019; 74: 1173-1189.
10. Akbari M. An Overview to Neuromarketing and its application. Shefaye Khatam. 2014; 2 (1): 75-84. [DOI:10.18869/acadpub.shefa.2.1.75]
11. Aminiroshan Z, Azimzade M, Talebpour M, Ghoshuni M. The Effect of Ad Content on Subjects' Attention: An Alpha Band Power Study. Shefaye Khatam. 2020; 8(2): 29-38. [DOI:10.29252/shefa.8.2.29]
12. Constantinescu M, Orindaru A, Pachitanu A, Rosca L, Caescu SC, Orzan MC. Attitude Evaluation on Using the Neuromarketing Approach in Media: Matching Company's Purposes and Consumer's Benefits for Sustainable Business Growth. Sustainability; Sustainability. 2019; 11(24): 7094. [DOI:10.3390/su11247094]
13. Lee N, Broderick AJ, Chamberlain L. What is 'neuromarketing'? A discussion and agenda for future research. Int. J. Psychophysiol. 2007; 63: 199-204. [DOI:10.1016/j.ijpsycho.2006.03.007]
14. Meyerding SG, Mehlhose CM. Can Neuromarketing Add Value to the Traditional Marketing Research? An Exemplary Experiment with Functional Near-Infrared Spectroscopy (fNIRS). Journal of Business Research. 2019; 107: 172-185. [DOI:10.1016/j.jbusres.2018.10.052]
15. Stanton SJ, Sinnott-Armstrong W, Huettel SA. Neuromarketing: Ethical implications of its use and potential misuse. Journal of Business Ethics. 2017; 144(4): 799- 811. [DOI:10.1007/s10551-016-3059-0]
16. Sohn H. Bayesian Computation through Cortical Latent Dynamics. Neuron, 2019. 103(5): p. 934-947.e5. [DOI:10.1016/j.neuron.2019.06.012]
17. Jai TMC, Fang D, Bao, FS James R, Chen T, Cai W. Seeing It Is Like Touching It: Unraveling the Effective Product Presentations on Online Apparel Purchase Decisions and Brain Activity (An fMRI Study). Journal of Interactive Marketing. 2021; 53: 66-79. [DOI:10.1016/j.intmar.2020.04.005]
18. Chandrasekar K. Customer Satisfaction towards Online Car Insurance at South Tamilnadu a Special Reference with Madurai and Sivaganga District. International Journal of Recent Technology and Engineering (IJRTE). 2020; 8(2S6): 745-749. [DOI:10.35940/ijrte.B1140.0782S619]
19. Qadadeh W, Abdallah sh. Customers Segmentation in the Insurance Company (TIC) Dataset. Procedia Computer Science. 2018; 144: 277-290. [DOI:10.1016/j.procs.2018.10.529]
20. Achim R. Gene Therapy for Cancer - A New Dimension and Challenge for Insurers. Journal of Insurance Medicine. 2019; 48(1). 58-64. [DOI:10.17849/insm-48-1-1-6.1]
21. Milosavljevic M, Navalpakkam V, Koch C, Rangel A. Relative visual saliency differences induce sizable bias in consumer choice. Working paper. California Institute of Technology. Journal of Consumer Psychology. 2011; 22(1). [DOI:10.1016/j.jcps.2011.10.002]
22. Munich Re, "Insurance Market Outlook for 2017/2018 https://www.munichre.com/topics-online/en/economy/insurance-markets/outlook-2019-2020.html
23. Haghighi Kafash M, Dehghanan H, Jalali M. Identify and prioritize the motives of the :union: of banks and insurance companies in the formation of "Bank-Insurance". Journal of Insurance Research. 2016; 32(3): 1-20.
24. Mohammadi A, Alavi SM, Pourmordini G. Investigating the effect of loyalty programs on the loyalty of Asian insurance customers using the Salomon four-group plan. Business Management. 2019; 11(2): 259-276.
25. Hassan Shahi A, Estakhrian Haghighi A. Identifying the factors affecting the loyalty of the insured of the Social Security Organization using belief mining, 5th International Conference on New Horizons in Electrical, Computer and Mechanical Engineering, Tehran. 2020.
26. Asaadi A, Hedayati Beland, M. The effect of the quality of insurance services on the intention to buy life and investment insurance with the mediating role of previous purchasing experiences in an insurance company. Journal of Insurance Research. 2019; 34(2): 72-87.
27. Courbage Ch, Nicolas Ch. Trust in insurance: The importance of experiences. Journal of Risk and Insurance. 2020; 88(2). 263-291. [DOI:10.1111/jori.12324]
28. Chideh O.A, Sorayaei A. Effective Factors on Life Insurance Profitability (Case Study: Iranian Insurance Companies). Open Journal of Business and Management. 2019; 7, 546-555. [DOI:10.4236/ojbm.2019.72037]
29. Shirazian Z, Tahmasebi M, Shundi P, Yari S. Investigating the Impact of Communications, Trust and Service Quality on Repurchase Intention (Case Study: Teacher Insurance and Iran Sahneh Insurance), First International Accounting Conference And management in the third millennium, Rasht. 2015.
30. Haas B.W. The tendency to trust is reflected in human brain structure. NeuroImage. 2015; 107:175-181. [DOI:10.1016/j.neuroimage.2014.11.060]
31. Shafiha S, Saleh Ardestani A, Afshar Kazemi M, Mirabi V. Designing a brand equity model and predicting future trends in Alborz Insurance Company using the system dynamics approach. Management Futurology. 2017; 28(2): 75-89.
32. Kaborati J. Identifying and evaluating the factors affecting the use of electronic insurance policies in the insurance industry (study of several insurance companies). Journal of Insurance Research. 2019; 34(2): 52-71.
33. Pourmohseni Kalori f. Relationship between brain-behavioral systems activity and forgiveness and marital satisfaction of couples. Contemporary Psychology. 2019; 2(16): 17-26.
34. Bahrami A, Ahmadzadeh A, Nourani V. Assessing and measuring the level of customer satisfaction of companies active in the Iranian insurance industry. Journal of Insurance Research. 2018; 33(2): 23-44.
35. Jarraya B, Bouri A. Optimal Production Plan and Profit Efficiency in European Non-Life Insurance Companies. Procedia Economics and Finance. 2014; 13: 69-81. [DOI:10.1016/S2212-5671(14)00431-6]
36. Asimit AV, Ka Chun Ch, Wing Fung Ch, Junlei H. Pareto-Optimal Insurance Contracts with Premium Budget and Minimum Charge Constraints. Insurance: Mathematics and Economics. 2020; 95, 17-27 [DOI:10.1016/j.insmatheco.2020.08.001]
37. -FAOStat (2004-2012). Retrieved on 4 Feb. 2014 from www. Faostat.org.
38. Ferdousi J, Riyadh, Z. A, Hossain MI, Saha SR, Zakaria M. Mushroom Production Benefits, Status, Challenges and Opportunities in Bangladesh: A Review. Annual Research & Review in Biology. 2020; 34(6), 1-13. [DOI:10.9734/arrb/2019/v34i630169]
39. Reis FS, Martins A. Vasconcelos, MH. Morales, P & Ferreira ICFR. (2017). Functional foods based on compounds derived from mushrooms. Trends in Food Science & Technology; 66: 48-62. [DOI:10.1016/j.tifs.2017.05.010]
40. Rahman M. Problems and prospects of quality mushroom supply for domestic market. Ms Thesis, Department of Agribusiness and Marketing, Sher-e-Bangla Agricultural University, Dhaka; 2018.
41. Borawska A, Oleksy T. Maison D. Do negative emotions in social advertising really work? Confrontation of classic vs. EEG reaction toward advertising that promotes safe driving. PLoS ONE. 2020; 15(5): e0233036. [DOI:10.1371/journal.pone.0233036]
42. Bonyadi Naeini A. Neurobusiness and Neuromarketing. Ninth Congress of Basic and Clinical Neuroscience. Cellular and Molecular Research Center of Iran University of Medical Sciences. 21-19 December. 2020.
43. Madanifard M, Mazaheri M, Janatpoor N. Evaluation of the Neurocognitive Executive Functioning in the Musicians and Non-Musicians. Shefaye Khatam. 2018; 6(2) :60-68. [DOI:10.29252/shefa.6.2.60]
44. Mengual-Recuerda A, Tur-Vines V, Juarez-Varon D. Neuromarketing in Haute Cuisine Gastronomic Experiences. Frontiers in psychology. 2020; 11, 1772. [DOI:10.3389/fpsyg.2020.01772]
45. Sturiale L, Scuderi A. "Interaction between the emotional and rational aspects in consumer buying process for typical food products of Italy," in Applying Neuroscience to Business Practice, eds D. Santos, and M. Alonso (Pennsylvania: IGI Global). 2017. [DOI:10.4018/978-1-5225-1028-4.ch007]
46. Danesh Sani K, Safania A M, Poursoltani H. Identification and Prioritization of Factors Affecting Neuromarketing in Sport Based on Analytical Hierarchy Process (AHP). Shefaye Khatam. 2017; 5(3): 35-43. [DOI:10.18869/acadpub.shefa.5.3.35]
47. Bayan L, Alipour F, Kolivand P, Dastgheib S S. Neuromarketing: The Cognitive Approaches to Consumer Behavior. The Neuroscience Journal of Shefaye Khatam. 2014; 2(4): 46-59. [DOI:10.18869/acadpub.shefa.2.4.46]
48. Bastiaansen M, Lub XD, Mitas O, Jung TH, Ascencao MP, Han DI, Moilanen T, Smit B, Strijbosch W. Emotions as core building blocks of an experience, International Journal of Contemporary Hospitality Management. 2019; 31; 2. 651-668. [DOI:10.1108/IJCHM-11-2017-0761]

XML   Persian Abstract   Print

Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

afshar P, Jalili M, aghighi A. Identifying a Network Model to Attract Actual Customers through Neuromarketing: A Comparative Study of Insurance and Mushroom Industries. Shefaye Khatam 2022; 10 (4) :44-61
URL: http://shefayekhatam.ir/article-1-2285-en.html

Rights and permissions
Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Volume 10, Issue 4 (Autumn 2022) Back to browse issues page
مجله علوم اعصاب شفای خاتم The Neuroscience Journal of Shefaye Khatam
Persian site map - English site map - Created in 0.04 seconds with 30 queries by YEKTAWEB 4540