JACR Issue Topic: Evaluating Physiological Measures for Consumer Welfare and Market Behavior
The issue editors are Martin Reimann (The University of Arizona) & Joel Huber (Duke University).
This issue invites submissions that explore the use of diverse physiological measures to assess the impact of marketing on consumers. We welcome studies on brain activity (e.g., fMRI, EEG), heart rate (e.g., pulse), glandular responses (e.g., sweat), muscular reactions (e.g., facial analysis), and vision (e.g., eye movement). We also encourage submissions that propose additional measures, such as hormone levels or gut microbiome, to expand our understanding of consumer behavior. We are also interested in a better understanding of consumer-facing physiological tools. Papers that compare the predictive power of various physiological measures will be especially appreciated.