• Asia Marketing Journal
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• 제25권3호
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• pp.111-125
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• 2023

Consumer neuroscience methods have become prevalent in marketing research. Despite their proven significance, very little marketing research has addressed their applications in Asia. Thus, this review aims to introduce practical integrations with consumer neuroscience and marketing research and how they can be carefully applied to these fields, with some identified caveats. Specifically, I review the recent literature from top marketing and science journals to (1) highlight substantial applications of updated neuroscientific methods to marketing research and neuroforecasting approaches, (2) discuss the additional potential of computational models in these applications, and (3) offer a simple framework that adopts a multi-method approach intended to enhance both the external and ecological validity of neuroscientific findings. Along with the need for embracing scientific rigor and marketing theory, more guidelines are also needed to improve the validity issues of neuroimaging uses and highlight practical directions in the nascent field of consumer neuroscience.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2022년도 제66차 하계학술대회논문집 30권2호
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• pp.19-22
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• 2022

In this work, we studied consumers' attractiveness/usefulness perceptions (CAUP) of online commerce product photos when exposed to alternative dark/light user interface (UI) modes. We analyzed time-series EEG data from 31 individuals and performed neuroscience mining (NSM) to ascertain (a) how the CAUP of products differs among UI modes; and (b) which deep learning model provides the most accurate assessment of such neuroscience mining (NSM) business difficulties. The dark UI style increased the CAUP of the products displayed and was predicted with the greatest accuracy using a unique EEG power spectra separated wave brainwave 2D-ConvLSTM model. Then, using relative importance analysis, we used this model to determine the most relevant power spectra. Our findings are considered to contribute to the discovery of objective truths about online customers' reactions to various user interface modes used by various online marketplaces that cannot be uncovered through more traditional research approaches like as surveys.

• Toxicological Research
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• 제35권2호
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• pp.137-154
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• 2019

Triclosan (TCS) is an antimicrobial compound used in consumer products. The purpose of current study was to examine toxicology and risk assessment of TCS based on available data. Acute toxicities of oral, transdermal and inhalation routes were low, and phototoxicity and neurotoxicity were not observed. Topical treatment of TCS to animal caused mild irritation. TCS did not induce reproductive and developmental toxicity in rodents. In addition, genotoxicity was not considered based on in vitro and in vivo tests of TCS. It is not classified as a carcinogen in international authorities such as International Agency for Research on Cancer (IARC). No-observed-adverse-effect level (NOAEL) was determined 12 mg/kg bw/day for TCS, based on haematoxicity and reduction of absolute and relative spleen weights in a 104-week oral toxicity study in rats. Percutaneous absorption rate was set as 14%, which was human skin absorption study reported by National Industrial Chemicals Notification and Assessment Scheme (NICNAS) (2009). The systemic exposure dosage (SED) of TCS has been derived by two scenarios depending on the cosmetics usage of Koreans. The first scenario is the combined use of representative cosmetics and oral care products. The second scenario is the combined use of rinse-off products of cleansing, deodorants, coloring products, and oral care products. SEDs have been calculated as 0.14337 mg/kg bw/day for the first scenario and 0.04733 mg/kg bw/day for the second scenario. As a result, margin of safety (MOS) for the first and second scenarios was estimated to 84 and 253.5, respectively. Based on these results, exposure of TCS contained in rinse-off products, deodorants, and coloring products would not pose a significant health risk when it is used up to 0.3%.

• 한국의류학회지
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• 제41권2호
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• pp.254-265
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• 2017

This study examines the possibility of a neuro-scientific approach to fashion Visual Merchandising (VM), by researching the brain activation of customers about fashion stores in terms of VM. Study subjects were in 20's-30's residing in Busan and ten ordinary person or fashion industry related individuals, it measures the change of cerebral blood flow on positive/negative photo stimulus in terms of VM using a functional Near Infrared Spectroscopy (fNIRS) device, and then compared the brain activation to the difference of the fashion store VM. Photo stimuli utilized in the experiment were selected through a preliminary study in advance. The results of this study are as follows. First, the brain activation was found in all 16 channels of stimulus ranges of fashion store VM regardless of positive/negative stimulus. This means that the VM of fashion store causes changes to the cerebral blood flow of consumers, which implies that consumer behavior can be affected by store VM. It also shows that the brain is more active in negative VM stimulus than positive VM despite slight differences in the subjects. In terms of VM, this suggests that the negative factors of fashion stores have a greater effect on the brains of consumers compared to the positive factors. Second, the reaction of the brain channel is different according to the positive/negative VM stimulus of the fashion store by product group and confirms that positive/negative VM stimulus can be distinguished by brain-reaction for the three product groups except for the underwear group among four product groups (men's wear store, women's wear store, underwear store, and sportswear store). The results indicate that more objective scientific measure and decision-making are possible through neuro-science in the strategic execution of VM. This study verified the possibility for a neuro-scientific approach to fashion VM; therefore, there are expectations for the various activation of interdisciplinary research and subsequent development of VM that utilize neuroscience in fashion marketing.