A fuzzy scenario-based approach to analyzing neuromarketing technology evaluation factors


SOFT COMPUTING, vol.23, no.23, pp.12295-12304, 2019 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 23 Issue: 23
  • Publication Date: 2019
  • Doi Number: 10.1007/s00500-019-03770-5
  • Journal Name: SOFT COMPUTING
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Page Numbers: pp.12295-12304
  • Keywords: Neuromarketing, Technology selection, Fuzzy cognitive map, Scenario analyses, Cause-and-effect relations, COGNITIVE MAPS, INDUSTRY
  • Galatasaray University Affiliated: Yes


Neuromarketing, which uses neuroimaging techniques for marketing goals, is the application of neuroscientific methods to analyze and understand consumer behavior according to marketing initiatives. Medical diagnostic devices for brain imaging are utilized by marketers as neuromarketing technologies. This paper proposes a fuzzy scenario-based approach to analyzing neuromarketing technology evaluation criteria. Fuzzy cognitive map methodology, which is originated from the combination of fuzzy logic and neural networks, is employed due to the cause-and-effect relationships between pair of factors, presence of conflicting criteria, positive as well as negative relationships among factors, and lack of crisp data. Importance degrees of each evaluation factor are computed, and then, four different scenario analyses are provided to understand the influence of an increase or a decrease in the power of specific factor(s) on other factors. Throughout the literature, this is the first study that considers multiple and conflicting criteria framework of neuromarketing technology evaluation problem.