Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers’ reaction to advertisements from a neuroscientific perspective. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews. In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR), and heart rate (HR) in a group of 28 healthy subjects during the observation of a series of TV advertisements that have been grouped by commercial categories. Comparisons of cerebral indices have been performed to highlight gender differences between commercial categories and scenes of interest of two specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain hidden information to marketers not obtainable otherwise. Most importantly, it was suggested how these tools could help to analyse the perception of TV advertisements and differentiate their production according to the consumer’s gender.

This study contributes to a deeper understanding of the impact of different factors on consumer buying behaviour. It analyses the relationship between several independent variables, such as cultural, social, personal, psychological and marketing mix factors, and consumer behaviour (as the dependent variable) in the electric appliances market. The purpose of this study is to determine the factors affecting consumer preferences and behaviour in the electric appliances market in Iraq. The data employed to analyse the factors influencing consumers' purchase decision-making processes were obtained through a questionnaire that was conducted in December 2011 in Basra, a city in southern Iraq. The major findings of the study indicated that, overall, the set of independent variables are weakly associated with the dependent variable. However, the in-depth analysis found that social factors, physical factors, and marketing mix elements are strongly associated with consumer buying behaviour. These analyses make it possible to discover consumer decision-making rules. The results may assist producers and retailers in understanding consumer behaviour and improving consumer satisfaction

In the context of the development of countries, the issue of sustainability is one of the most important aspects that are currently dealt with by scientists and organizations worldwide. There are developed concepts, sustainable development objectives, as well as indicators and tools for measuring sustainability. Following the scientific approach, which aims at operationalization of the concept of sustainable development, the authors propose the application of their own Vector Measure Construction Method for evaluation of sustainable development progress. This method enables creation of aggregated measures with the use of discretionary configuration of indicators and it can be applied for establishing rankings, classifications, and for analyzing dynamics of changes. The research was conducted for European Union countries based on data related to execution of one of 17 Sustainable Development Goals (No Poverty). The results may constitute the recommendation on the selection of methodological approach for activities related to evaluation of sustainable development.

Cognitive neuroscience techniques are used in many different domains. Among them is marketing research. The general assumption driving such research is that human brain activity can provide marketers with information that cannot be obtained otherwise. The aim of this article is to show, how cognitive neuroscience techniques and neurometrics can be helpful in determining the appropriate time for advertising a product. The study was conducted with the use of the advertisement for dietary supplement enhancing the cognitive abilities. The experiment presented in the paper consists of two parts. The first one was conducted two months before the exams and the second one - during exams It was arranged this way to check, if the students would show more interest in the advertisement when they have examinations (in the “right” time) and if the neurometric indexes are able to capture such interest by showing statistically significant difference between these two periods.