{"id":"https://openalex.org/W3124837381","doi":"https://doi.org/10.1509/jmr.13.0606","title":"Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications","display_name":"Using Single-Neuron Recording in Marketing: Opportunities, Challenges, and an Application to Fear Enhancement in Communications","publication_year":2015,"publication_date":"2015-01-09","ids":{"openalex":"https://openalex.org/W3124837381","doi":"https://doi.org/10.1509/jmr.13.0606","mag":"3124837381"},"language":"en","primary_location":{"id":"doi:10.1509/jmr.13.0606","doi":"https://doi.org/10.1509/jmr.13.0606","is_oa":false,"landing_page_url":"https://doi.org/10.1509/jmr.13.0606","pdf_url":null,"source":{"id":"https://openalex.org/S119950638","display_name":"Journal of Marketing Research","issn_l":"0022-2437","issn":["0022-2437","1547-7193"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Research","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doi.org/10.2139/ssrn.2371675","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5063987862","display_name":"Moran Cerf","orcid":"https://orcid.org/0000-0002-2012-3177","observed_orcids":["https://orcid.org/0000-0002-2012-3177"]},"institutions":[{"id":"https://openalex.org/I111979921","display_name":"Northwestern University","ror":"https://ror.org/000e0be47","country_code":"US","type":"education","lineage":["https://openalex.org/I111979921"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Moran Cerf","raw_affiliation_strings":["Donald P. Jacobs Professor of Business and Neuroscience, Kellogg School of Management, Northwestern University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Donald P. Jacobs Professor of Business and Neuroscience, Kellogg School of Management, Northwestern University","institution_ids":["https://openalex.org/I111979921"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5052441536","display_name":"Eric A. Greenleaf","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I57206974","display_name":"New York University","ror":"https://ror.org/0190ak572","country_code":"US","type":"education","lineage":["https://openalex.org/I57206974"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Eric Greenleaf","raw_affiliation_strings":["Professor of Marketing, Stern School of Business, New York University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Professor of Marketing, Stern School of Business, New York University","institution_ids":["https://openalex.org/I57206974"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5058924804","display_name":"Tom Meyvis","orcid":"https://orcid.org/0000-0003-2380-7416","observed_orcids":["https://orcid.org/0000-0003-2380-7416"]},"institutions":[{"id":"https://openalex.org/I57206974","display_name":"New York University","ror":"https://ror.org/0190ak572","country_code":"US","type":"education","lineage":["https://openalex.org/I57206974"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Tom Meyvis","raw_affiliation_strings":["Professor of Marketing and Peter Drucker Faculty Fellow, Stern School of Business, New York University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Professor of Marketing and Peter Drucker Faculty Fellow, Stern School of Business, New York University","institution_ids":["https://openalex.org/I57206974"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5091013558","display_name":"Vicki G. Morwitz","orcid":"https://orcid.org/0000-0002-7983-9604","observed_orcids":["https://orcid.org/0000-0002-7983-9604"]},"institutions":[{"id":"https://openalex.org/I57206974","display_name":"New York University","ror":"https://ror.org/0190ak572","country_code":"US","type":"education","lineage":["https://openalex.org/I57206974"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Vicki G. Morwitz","raw_affiliation_strings":["Harvey Golub Professor of Business Leadership and Professor of Marketing, Stern School of Business, New York University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Harvey Golub Professor of Business Leadership and Professor of Marketing, Stern School of Business, New York University","institution_ids":["https://openalex.org/I57206974"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5052441536","https://openalex.org/A5058924804","https://openalex.org/A5063987862","https://openalex.org/A5091013558"],"corresponding_institution_ids":["https://openalex.org/I111979921","https://openalex.org/I57206974"],"apc_list":{"value":5400,"currency":"USD","value_usd":5400},"apc_paid":null,"fwci":2.5015,"has_fulltext":false,"cited_by_count":28,"citation_normalized_percentile":{"value":0.88797314,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":87,"max":98},"biblio":{"volume":"52","issue":"4","first_page":"530","last_page":"545"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10315","display_name":"Decision-Making and Behavioral Economics","score":0.21140000224113464,"subfield":{"id":"https://openalex.org/subfields/1800","display_name":"General Decision Sciences"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10315","display_name":"Decision-Making and Behavioral Economics","score":0.21140000224113464,"subfield":{"id":"https://openalex.org/subfields/1800","display_name":"General Decision Sciences"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10042","display_name":"Neural and Behavioral Psychology Studies","score":0.19470000267028809,"subfield":{"id":"https://openalex.org/subfields/2805","display_name":"Cognitive Neuroscience"},"field":{"id":"https://openalex.org/fields/28","display_name":"Neuroscience"},"domain":{"id":"https://openalex.org/domains/1","display_name":"Life Sciences"}},{"id":"https://openalex.org/T12807","display_name":"Consumer Behavior and Market Dynamics","score":0.10100000351667404,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/single-unit-recording","display_name":"single-unit recording","score":0.9729999899864197},{"id":"https://openalex.org/keywords/fear-appeals","display_name":"fear appeals","score":0.9279999732971191},{"id":"https://openalex.org/keywords/emotion-regulation","display_name":"emotion regulation","score":0.6330000162124634},{"id":"https://openalex.org/keywords/neural-correlates-of-emotion","display_name":"neural correlates of emotion","score":0.5320000052452087},{"id":"https://openalex.org/keywords/categorization","display_name":"categorization","score":0.5860000252723694},{"id":"https://openalex.org/keywords/sensory-discrimination","display_name":"sensory discrimination","score":0.9990000128746033},{"id":"https://openalex.org/keywords/memory-retrieval","display_name":"memory retrieval","score":0.781000018119812},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.6019999980926514}],"concepts":[{"id":"https://openalex.org/C100660578","wikidata":"https://www.wikidata.org/wiki/Q18733","display_name":"Recall","level":2,"score":0.6936038732528687},{"id":"https://openalex.org/C94124525","wikidata":"https://www.wikidata.org/wiki/Q912550","display_name":"Categorization","level":2,"score":0.6896169781684875},{"id":"https://openalex.org/C158154518","wikidata":"https://www.wikidata.org/wiki/Q7310970","display_name":"Relevance (law)","level":2,"score":0.6353952288627625},{"id":"https://openalex.org/C2781183061","wikidata":"https://www.wikidata.org/wiki/Q516337","display_name":"Neuromarketing","level":2,"score":0.5104972124099731},{"id":"https://openalex.org/C2778794669","wikidata":"https://www.wikidata.org/wiki/Q43054","display_name":"Neuron","level":2,"score":0.49784016609191895},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.46799370646476746},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4518815279006958},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.3621068000793457},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.22001200914382935},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.12488004565238953},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.1509/jmr.13.0606","doi":"https://doi.org/10.1509/jmr.13.0606","is_oa":false,"landing_page_url":"https://doi.org/10.1509/jmr.13.0606","pdf_url":null,"source":{"id":"https://openalex.org/S119950638","display_name":"Journal of Marketing Research","issn_l":"0022-2437","issn":["0022-2437","1547-7193"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing Research","raw_type":"journal-article"},{"id":"doi:10.2139/ssrn.2371675","doi":"https://doi.org/10.2139/ssrn.2371675","is_oa":true,"landing_page_url":"https://doi.org/10.2139/ssrn.2371675","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"posted-content"},{"id":"mag:2470804594","doi":null,"is_oa":false,"landing_page_url":"http://journals.ama.org/doi/pdf/10.1509/jmr.13.0606","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"doi:10.2139/ssrn.2371675","doi":"https://doi.org/10.2139/ssrn.2371675","is_oa":true,"landing_page_url":"https://doi.org/10.2139/ssrn.2371675","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"posted-content"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":55,"referenced_works":["https://openalex.org/W44741455","https://openalex.org/W1492146705","https://openalex.org/W1555297499","https://openalex.org/W1604916109","https://openalex.org/W1973669054","https://openalex.org/W1982462482","https://openalex.org/W1984798263","https://openalex.org/W1999387961","https://openalex.org/W2000843844","https://openalex.org/W2003766373","https://openalex.org/W2010865263","https://openalex.org/W2014040133","https://openalex.org/W2017785078","https://openalex.org/W2040385358","https://openalex.org/W2046154353","https://openalex.org/W2049392683","https://openalex.org/W2057988711","https://openalex.org/W2063090026","https://openalex.org/W2071966958","https://openalex.org/W2076170850","https://openalex.org/W2080207944","https://openalex.org/W2082809410","https://openalex.org/W2090144378","https://openalex.org/W2097609137","https://openalex.org/W2099583435","https://openalex.org/W2101295242","https://openalex.org/W2102748276","https://openalex.org/W2107544549","https://openalex.org/W2108473067","https://openalex.org/W2109476230","https://openalex.org/W2110346891","https://openalex.org/W2113148331","https://openalex.org/W2116417244","https://openalex.org/W2118526556","https://openalex.org/W2119629691","https://openalex.org/W2121417718","https://openalex.org/W2126043033","https://openalex.org/W2128126978","https://openalex.org/W2129409783","https://openalex.org/W2135046682","https://openalex.org/W2136104104","https://openalex.org/W2138757895","https://openalex.org/W2146463557","https://openalex.org/W2147849412","https://openalex.org/W2150228737","https://openalex.org/W2151786648","https://openalex.org/W2152800692","https://openalex.org/W2152941631","https://openalex.org/W2154574407","https://openalex.org/W2161144680","https://openalex.org/W2171697157","https://openalex.org/W2321286446","https://openalex.org/W2322936702","https://openalex.org/W2327258001","https://openalex.org/W2486838653"],"related_works":["https://openalex.org/W2470804594","https://openalex.org/W6981670937","https://openalex.org/W7011621525","https://openalex.org/W7214809367","https://openalex.org/W2613963187","https://openalex.org/W2480917520","https://openalex.org/W1963534102","https://openalex.org/W3036416406","https://openalex.org/W3143548823","https://openalex.org/W3200523247"],"abstract_inverted_index":{"This":[0,101],"article":[1],"introduces":[2],"the":[3,16,41,63,110,126,160],"method":[4,45],"of":[5,22,43,65,77,112,129],"single-neuron":[6,35,88,172],"recording":[7],"in":[8],"humans":[9],"to":[10,59,70,85,106,133,136],"marketing":[11,47],"and":[12,28,30,48,75,92,99,167],"consumer":[13,49],"researchers.":[14],"First,":[15],"authors":[17,157],"provide":[18],"a":[19,82,147],"general":[20],"description":[21],"this":[23,44],"methodology,":[24],"discuss":[25,40,158],"its":[26],"advantages":[27],"disadvantages,":[29],"describe":[31],"findings":[32,161],"from":[33,95,171],"previous":[34],"human":[36],"research.":[37,173],"Second,":[38],"they":[39,80],"relevance":[42],"for":[46,117,146],"behavior":[50],"and,":[51],"more":[52],"specifically,":[53],"how":[54,87,93,159],"it":[55],"can":[56,166],"be":[57,169],"used":[58],"gain":[60],"insights":[61],"into":[62],"areas":[64],"categorization,":[66],"sensory":[67],"discrimination,":[68],"reactions":[69],"novel":[71],"versus":[72],"familiar":[73],"stimuli,":[74],"recall":[76],"experiences.":[78],"Third,":[79],"present":[81],"study":[83,102,123],"designed":[84],"illustrate":[86,163],"studies":[89],"are":[90,97],"conducted":[91],"data":[94],"them":[96],"processed":[98],"analyzed.":[100],"examines":[103],"people's":[104],"ability":[105],"up-regulate":[107],"(i.e.,":[108],"enhance)":[109],"emotion":[111,141],"fear,":[113],"which":[114,164],"has":[115],"implications":[116],"designing":[118],"effective":[119],"fear":[120],"appeals.":[121],"The":[122,156],"shows":[124],"that":[125,149],"firing":[127],"rates":[128],"neurons":[130],"previously":[131],"shown":[132],"respond":[134],"selectively":[135],"fearful":[137],"content":[138],"increased":[139],"with":[140],"enhancement":[142],"instructions,":[143],"but":[144],"only":[145],"video":[148],"did":[150],"not":[151],"automatically":[152],"evoke":[153],"substantial":[154],"fear.":[155],"help":[162],"conclusions":[165],"cannot":[168],"drawn":[170]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":4},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":3},{"year":2021,"cited_by_count":1},{"year":2020,"cited_by_count":3},{"year":2019,"cited_by_count":2},{"year":2018,"cited_by_count":5},{"year":2017,"cited_by_count":3},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":1}],"updated_date":"2026-11-09T13:22:03.289127","created_date":"2021-02-01T00:00:00"}
