Special Issue on Branding and Neuroscience

Journal of Product and Brand Management

Guest Editors

• Prof. Luiz Moutinho, Adam Smith Business School, University of Glasgow, Scotland
• A/Prof. John Gountas Murdoch University, Australia

Deadline for submissions: 1st of December, 2014.

Introduction

Advances in neuroimaging technology have led to an explosion of studies investigating all aspects of the human brain, and therefore expanded our understanding of the relationships between brain structures and functions. The scope of neuroscience research has widened to encompass different perspectives used to study the multiple relationships between cellular and epigenetic influences.

Neuroscience research has many applications. Although neuroscience is primarily based on biology, which is considered a protoscience, there are clear links with all the social sciences, including decision making, and consumer psychology. During the last decade we have seen a stream of seminal and pioneering academic research related to marketing issues (e.g., Ambler et al. 2004; Schaefer et al. 2006; Yoon et al. 2006; Plassmann et al 2008; Lin Tuan and Chin 2010; Santos et al. 2011; and Khushaba et al. 2013). Marketing research has used effectively all the core neuroscientific research methods and tools such as, MRI, fMRI, MEG, EEG, rTMS and eye-tracking. A number of researchers have discussed the relevant application of neuroscience in marketing (Perrachione and Perrachione, 2008; Fagate 2007).

This call for papers welcomes submissions relating to the utilisation of all kinds of neuroscientific research methods and experimental paradigms related to the field of products/services BRANDING.

Some of the types of research that are of interest for this special edition are:

• Autobiographic Memory and branding of products/services.
• The Social Brain and branding.
• Emotional Branding-Primary and Secondary Inducers.
• Theory of Mind and Brands.
• Meta-representations and Mentalising.
• Brand Trust and the Caudate Nucleus.
• Dopamine and other neurotransmitters.
• Discourse and Semiotics related to Branding.
• The Mesolimbic System and Branding.
• Anthropomorphic Brands.
• Brands-Objects-Persons Assignments-Moral Agency.
• Neural Correlates of National Brands versus Own Labels.
• Motor-based brain structures and Overt Behaviour.
• Formation of Episodic Memories.
• Neural Correlates and Perceptual Inputs of Brand Messages.
• Brands, Self-Concept and the Paracingulate Gyrus.
• Brands Emotional Value, Feelings and the Insula.
• Brand imagery and Self-Referential Thoughts.
• “Mental Files” and long-term “Storage”.
• Brand Consideration Sets (CS) and Brain Structure.

In terms of the specific neuroscience techniques, we would welcome papers featuring branding applications using any of the following neuroscientific tools:

• EEG-Electroencephalography.
• PET-Positron Emission Tomography.
• MRI-Magnetic Resonance Imaging.
• NMRI- Nuclear Magnetic Resonance Imaging.
• MRT-Magnetic Resonance Tomography.
• fMRI-Functional Magnetic Resonance Imaging.
• TMS-Transcranial Magnetic Stimulation, and rTMS.
• TDCS-Transcranial Direct Current Stimulation.
• FNIRS-DOT-Functional Near- Infrared Spectroscopy Diffuse Optical Tomography.
• Eye-Tracking.
• MEG-Magnetoencephalography

All papers need to be submitted online to the Special Issue on “Branding and NeuroScience” through the ScholarOne System.

Deadline for submissions: 1st of December, 2014.

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