Neuromarketing and consumer behavior: A bibliometric analysis

Neuromarketing is the field of studying neural signals to comprehend consumer behavior, which can help improve marketing strategies. In the recent past, scholars have conducted research to enhance the conceptual understanding of neuromarketing by applying bibliometric analysis. However, most studies either had a myopic view or considered a few articles. As a result, existing literature fails to provide a nuanced understanding of neuromarketing. The present research addresses this lacuna using a bibliometric analysis of 383 research articles across different domains from the Scopus database. The research covers the most influential authors, articles, top journals, most prominent countries, and institutions in the neuromarketing field. Next, keyword co-occurrence analysis reveals major themes such as decision-making in consumers, marketing and consumer behavior, advertisement, non-invasive techniques in advertisement effectiveness, ERP and brand extension, brand and fMRI. Finally, analyzing the six thematic areas gives valuable insights into the current research. The study also provides research areas for future researchers by identifying the gaps in the present thematic areas.     

The effect of gender stereotype activation on entrepreneurial intentions

In this study, the impact of implicit and explicit activation of gender stereotypes on men's and women's intentions to pursue a traditionally masculine career, such as entrepreneurship, was examined. On the basis of stereotype activation theory, it was hypothesized that men and women would confirm the gender stereotype about entrepreneurship when it was presented implicitly but disconfirm it when it was presented explicitly. Hypotheses were tested by randomly assigning 469 business students to one of 6 experimental conditions and then measuring their entrepreneurial intentions. Results supported the hypothesis when entrepreneurship was associated with stereotypically masculine characteristics but not when it was associated with traditionally feminine characteristics. Men also had higher entrepreneurial intention scores compared with women when no stereotypical information about entrepreneurship was presented, suggesting that underlying societal stereotypes associating entrepreneurship with masculine characteristics may influence people's intentions. However, men and women reported similar intentions when entrepreneurship was presented as gender neutral, suggesting that widely held gender stereotypes can be nullified. Practical implications and directions for future research are discussed.     

Specific Cognitive Deficits in ADHD: A Diagnostic Concern in Differential Diagnosis

We present a critical account of existing tools used to diagnose children with Attention Deficit Hyperactivity Disorder and to make a case for the assessment of cognitive impairments as a part of diagnostic system. Surveys have shown that clinicians rely almost entirely upon subjective reports or their own clinical judgment when arriving at diagnostic decisions relating to this prevalent disorder. While information from parents and teachers should always be carefully considered, they are often influenced by a host of emotional and perceptual factors. It increases the possibility for misdiagnosis of a condition like ADHD. Recent experimental literature on ADHD has identified unique underlying cognitive dysfunction, specific to ADHD. Therefore, we propose that there is a need to incorporate information on cognitive mechanisms underlying ADHD and inculcate such information in the diagnostic system, which will provide a more sensitive as well as specific tool in differential diagnosis of ADHD.     

Converting virtual community members into online buyers

Although many online vendors have sponsored virtual communities (VCs) in the hope of reaping commercial benefits from it, not many have been successful in reaping commercial benefits from their VC. Online vendors can benefit greatly from having a VC, if the VC members can be converted into online buyers. This study examines the conversion of a VC member into an online buyer. Using a classical-conditioning approach, this study finds that members' committed participation in the VC is the springboard for online vendors to convert VC members into online buyers.     

Family functioning within the context of families with adolescent children in urban India

Research on family functioning within given cultural contexts is needed. This study aims to describe salient dimensions of family functioning in two urban contexts in India and to examine differences in family functioning by sociodemographic groups. We measured differences in family functioning using cross-sectional survey questionnaire data collected from 13 to 15-year-old adolescents and one of their parents/primary caregivers in Mumbai (n = 843) and Kolkata (n = 913) during 2019–2020. We drew a multi-stage sample representative of neighborhoods and households in both cities. We assessed a multi-dimensional family functioning latent factor that included parent-reported measures (parent–adolescent communication, family cohesion, and parent monitoring of peers) and adolescent-reported measures (parent support, family cohesion, and parent supervision). Our results support an overall measure of family functioning manifested by multiple dimensions for parent- and adolescent-reported data. Families with male adolescents had worse adolescent-reported family functioning in Mumbai and parent-reported family functioning in Kolkata. Higher socioeconomic status was associated with better parent-reported family functioning in both cities and better adolescent-reported family functioning in Kolkata. Muslim religious identification in Kolkata and the Hindi native language in both cities were associated with better adolescent-reported family functioning. Our findings indicate heterogeneity in family functioning across demographic and social-cultural groups within the two urban contexts of India. This study may inform the development of culturally congruent prevention interventions for families with adolescents in India.     

Underlying Cognitions in Gambling Behavior Among University Students1

Differences in underlying cognitions across gambling tasks were examined. The South Oaks Gambling Screen, a measure of pathological gambling, was completed by 60 undergraduate students. They also played computer‐simulated games of roulette, slots, and blackjack in a laboratory setting. The “think‐aloud” procedure was used to reveal subjects' cognitions, which were subsequently categorized into cognitive heuristics. Individuals were classified as social gamblers with and without problems and probable pathological gamblers. Results reveal that certain heuristics, including references to an explanation of their losses, hindsight bias, personification of the dealer/machine, chasing behavior, and past experiences were most frequently endorsed by probable pathological gamblers. Empirical evidence supports that probable pathological gamblers are qualitatively different from social gamblers in their emitted verbalized cognitive heuristics.