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Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat? [PDF]
Communications - Scientific Letters of the University of Zilina, 2017 The reason of neuromarketing use lies in an attempt to understand consumer behaviour and motivation to make a purchase of certain product. This method is based on the assumption that the purchase decisions is largely influenced by emotions.
Margareta Nadanyiova
exaly +4 more sources
What Do You Need to Know? A Systematic Review and Research Agenda on Neuromarketing Discipline
Journal of Theoretical and Applied Electronic Commerce Research, 2023 The neuromarketing phenomenon has led to a makeover in the marketing area, and its application in the business world has generated a better insight into understanding diverse consumer behavior.
Prakash Singh +2 more
exaly +3 more sources
Exploring neuromarketing’s influence on consumer impulsivity through the lens of personality traits [PDF]
Frontiers in PsychologyBackgroundThis study examines the effectiveness of neuromarketing stimuli shaping consumer impulsive behaviour and investigates the moderating role of consumer traits.
Kanika Nagpal +4 more
doaj +2 more sources
What Can Neuromarketing Tell Us about Food Packaging?
Foods, 2020 Packaging is a powerful tool for brands, which can not only catch consumers’ attention but also influence their purchase decisions. The application of neuromarketing techniques to the study of food packaging has recently gained considerable popularity ...
Jesus García-Madariaga +1 more
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Conducting neuromarketing studies ethically-practitioner perspectives
Cogent Psychology, 2017 Understanding consumer behavior has always been a marketer’s goal. No wonder that, with the emergence of consumer neuroscience, which promised to shed light into what made consumers tick, companies were attracted to this new field.
David Hensel +3 more
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Bibliometric-Based Evaluation of the Neuromarketing Research Trend: 2010–2021 [PDF]
Frontiers in Psychology, 2022 Neuromarketing has become a new and important topic in the field of marketing in recent years. Consumer behavior research has received increasing attention.
Zeren Zhu +10 more
doaj +2 more sources
I DARE: IULM Dataset of Affective Responses [PDF]
Frontiers in Human NeuroscienceMarco Bilucaglia +11 more
doaj +2 more sources
Revista Facultad de Ciencias Económicas, 2023 Neuromarketing is an interdisciplinary field merging neuroscience and marketing, holds great promise for understanding consumer behaviour. This paper provides a concise overview of the historical foundations of neuromarketing, the brain areas that affect decision-making, and major techniques or methodologies to measure brain responses to marketing ...
Alexander Varón Sandoval +2 more
+6 more sources
REVISTA GEN, 2022 The concept of neuromarketing is emerging in recent years. It signifies the use of research on the brain in the managerial context. Gradually this concept gained popularity in academics as well as the practical world. Neuromarketing is an evolving interdisciplinary discipline that blends psychology, neuroscience, and economics.
Arijit Goswami, G. K. Deshmukh
+5 more sources
Frontiers in Psychology, 2023 This paper presents an innovative research project that aims to study the emotional factors influencing decision-making elicited by infomercials, a powerful sales technique that uses emotional communication to engage viewers, capture attention, and build
Vincenzo Russo +11 more
doaj +1 more source