Exploring the Untapped Potential of Neuromarketing in Online Learning: Implications and Challenges for the Higher Education Sector in Europe-Reference-Cited by-同舟云学术

Exploring the Untapped Potential of Neuromarketing in Online Learning: Implications and Challenges for the Higher Education Sector in Europe

Published:2024-01-23 Issue:2 Volume:14 Page:80
ISSN:2076-328X
Container-title:Behavioral Sciences
language:en
Short-container-title:Behavioral Sciences

Author:

Šola Hedda Martina¹²^ORCID,Qureshi Fayyaz Hussain³,Khawaja Sarwar³

Affiliation:

1. Oxford Centre for Applied Research and Entrepreneurship (OxCARE), Oxford Business College, 65 George Street, Oxford OX1 2BQ, UK

2. Institute for Neuromarketing, Jurja Ves III Spur no 4, 10000 Zagreb, Croatia

3. Oxford Business College, 65 George Street, Oxford OX1 2BQ, UK

Abstract

This research investigates the impact of applying neuromarketing techniques to three practical examples of higher education (HE) branding: an official college website page, an official college Facebook page, and recorded online video lectures used for teaching at HE institutions. The study was conducted in three different HE institutions with a representative sample of 720 participants, with n = 529 used for testing the CARE college website, n = 59 for testing the HAZEF Facebook page, and n = 132 for testing the emotional response of students studying online. To assess the participants’ emotional responses, this study utilized automated facial coding through a webcam (15 Hz) and considered mood intensities. Additionally, a sentiment analysis was employed to verify the survey results and determine any discrepancies in the cognitive response. By analyzing gaze activity, movement patterns, and emotional responses, valuable insights were gained into students’ behaviors and preferences. This study recommends incorporating neuromarketing research into HE branding and online teaching to enhance students’ learning experiences. Overall, this study contributes to the understanding of human expectations and behaviors in response to online teaching and provides valuable insights for HE institutions in Europe.

Funder

Institute for Neuromarketing, Zagreb, Croatia

Oxford Business College

Publisher

MDPI AG

Subject

Behavioral Neuroscience,General Psychology,Genetics,Development,Ecology, Evolution, Behavior and Systematics

Link

https://www.mdpi.com/2076-328X/14/2/80/pdf

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