Results 51 to 60 of about 3,795 (206)

Un estudio exploratorio sobre el impacto del neuromarketing en entornos virtuales de aprendizaje

Vivat Academia, 2022
El neuromarketing es un tópico fundamental en el mundo tecnológico actual y ha experimentado un crecimiento explosivo en los últimos años como herramienta de la comunicación.
Luis Manuel Cerdá Suárez, Carmen Cristófol Rodriguez   +1 more
doaj   +1 more source

Neural correlates of chocolate brand preference: A functional MRI study

Journal of Neuroimaging, Volume 34, Issue 4, Page 415-423, July/August 2024.
Abstract Background and Purpose Preferences can be developed for, or against, specific brands and services. Using two functional magnetic resonance imaging (fMRI) experiments, this study investigated two dissociable aspects of reward processing, craving and liking, in chocolate lovers.
Senal Peiris, Michael J. Tobia, Andrew Smith, Emily Grun, Rommy Elyan, Paul J. Eslinger, Qing X. Yang, Prasanna Karunanayaka   +7 more
wiley   +1 more source

Neuromarketing

Revista Facultad de Ciencias Económicas, 2023
En este artículo de revisión se abordan los diferentes conceptos y teorías que se encuentran en torno al neuromarketing como un complemento a las estrategias del marketing tradicional.
Alexander Varón Sandoval, Pedro Juan Martín Castejón, Lizeth Carolina Zapata Castillo   +2 more
doaj   +1 more source

The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention

Brain and Behavior, Volume 14, Issue 6, June 2024.
This study investigates the mediating role of green marketing activities in the effect of green brand awareness on consumer purchase intention. A survey was conducted with university students in the Generation Z consumer class for empirical research. A total of 638 feedbacks were provided in the online survey application. The analyses were conducted on
Duygu Çinar Baltaci, Yakup Durmaz, Furkan Baltaci   +2 more
wiley   +1 more source

Perspectives and Limitations of Neuromarketing Research Methods

Управленческие науки, 2019
In the modern world consumers are overwhelmed with advertising messages and competition among advertisers is becoming harder. That is why there is a need to develop effective marketing messages that will affect people subconsciousness.
A. Yu. Nedelko
doaj   +1 more source

Labeling and consumer purchases

International Journal of Consumer Studies, Volume 48, Issue 3, May 2024.
Abstract Labeling information and its presentation are intended to guide consumers at a store toward a choice of food that is healthier than they might otherwise buy. Consumer reactions to labeling are examined in this study through the Nutri‐Score (food) label, the efficacy and utility of which is still under debate.
Esther Calderon‐Monge, José M. Ramírez‐Hurtado, Inés Ramos Cuesta   +2 more
wiley   +1 more source

Ecological consumer neuroscience for competitive advantage and business or organizational differentiation

European Research on Management and Business Economics, 2020
The importance of branding in marketing strategies makes it essential to understand the elements that give value-added to the brands. The very nature of ecological brands adds value to them.
Antonio González-Morales, Jelena Mitrovic, Rafael Ceballos Garcia   +2 more
doaj  

Robust, self‐adhesive, and low‐contact impedance polyvinyl alcohol/polyacrylamide dual‐network hydrogel semidry electrode for biopotential signal acquisition

SmartMat, Volume 5, Issue 2, April 2024.
A robust, self‐adhesive, and low‐contact semidry electrode was fabricated for biopotential signal acquisition using polyvinyl alcohol/polyacrylamide double‐network hydrogels (PVA/PAM DNHs) as an effective saline reservoir. The proposed semidry electrodes can capture reliable EEG and ECG signals comparable to wet electrodes but in more convenient and ...
Guangli Li, Ying Liu, Yuwei Chen, Yonghui Xia, Xiaoman Qi, Xuan Wan, Yuan Jin, Jun Liu, Quanguo He, Kanghua Li, Jianxin Tang   +10 more
wiley   +1 more source

Neuromarketing as a scale validation tool: Understanding individual differences based on the style of processing scale in affective judgements

Journal of Consumer Behaviour, Volume 23, Issue 1, Page 171-185, January 2024.
Abstract This paper revisits a well‐cited and widely applied consumer scale, Style of Processing (SOP) (Childers et al., Journal of Consumer Research, 1985, 12, 125), that has been used to investigate individual differences in processing visual versus verbal information in marketing.
Meng‐Hsien (Jenny) Lin, William Jones, Terry L. Childers   +2 more
wiley   +1 more source

Impact of emotional appeal on non‐profit advertising: A neurophysiological analysis

Journal of Consumer Behaviour, Volume 23, Issue 1, Page 203-217, January 2024.
Abstract The number of Non‐Profit Organisations (NPOs) has increased in the past years, and they rely on advertising to communicate their causes. Although the effectiveness of NPO advertising has been studied previously, there is still no consensus about which appeal (emotionally positive or negative) increases its effectiveness. On the other hand, the
Pamela Simón Sandoval, Jesús García‐Madariaga   +1 more
wiley   +1 more source