Results 51 to 60 of about 16,259 (188)
Neuromarketing as a new direction of consumer behavior research
Проблеми теорії та методології бухгалтерського обліку, контролю і аналізуThe impact of Industry 4.0 and its tools on the development of marketing have been analyzed. The features of neuromarketing as an element of the digital marketing paradigm have been grounded.
T.O. Zavalii +2 more
doaj +1 more source
How to Conduct Valuable Marketing Research With Neurophysiological Tools
Psychology &Marketing, Volume 42, Issue 10, Page 2616-2649, October 2025.ABSTRACT Consumer neuroscience is gaining attention in the marketing field. The growing interest calls for a framework integrating neuroscience in marketing. This paper aims to serve as a practical guide for conducting consumer research using neurophysiological tools. The paper is organized into three main sections.
Enrique Bigne +9 more
wiley +1 more source
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
doaj +1 more source
Vivat Academia, 2017 Este trabajo presenta los resultados de un experimento de neurociencia sobre un grupo de 20 personas aplicado al consumo audiovisual, en concreto spots de televisión. El método usado fue la medición y análisis de su actividad electrodérmica.
Alejandro Tapia Frade +2 more
doaj +1 more source
NEUROMARKETING IN MARKET RESEARCH [PDF]
Interdisciplinary Description of Complex Systems, 2016 Neuromarketing is a fairly new discipline that combines behavioural psychology, economics and consumer neuroscience. With the help of different techniques, such as functional magnetic resonance, electroencephalography, positron emission tomography, eye ...
Dijana Ćosić
doaj +1 more source
Journal of Consumer Behaviour, Volume 24, Issue 5, Page 2293-2315, September 2025.ABSTRACT Consumer financial decisions, traditionally viewed as rational, are increasingly recognized as being influenced by emotions and intuition. This study examines how imagery and emotions in financial contexts influence decision‐making, specifically in hypothetical loan approvals where loan application documents include carefully selected imagery.
Nicolas Hamelin +4 more
wiley +1 more source
, 2018 Trademark law is guilty of overprotection. This overprotection pits both a company’s in-house attorneys against its own marketing professionals and the company itself against its most loyal customers.
Kiser, Jessica M.
core +2 more sources
Analysis of Flight Search on the Web Using Eye‐Tracking
Journal of Sensory Studies, Volume 40, Issue 4, August 2025.ABSTRACT This paper explores consumer behavior during online flight searches using eye‐tracking technology, focusing on visual attention and decision‐making on e‐commerce platforms. The study involved 32 university students, aged 19–25, tasked with finding flights based on specific requirements.
Róbert Štefko +3 more
wiley +1 more source
Food Science &Nutrition, Volume 13, Issue 5, May 2025.Across two complementary studies, pasta consumption was found to be significantly associated with increased happiness, particularly when consumed in social settings. Implicit and explicit assessments showed strong positive emotional responses towards pasta, and mindfulness was found to enhance these effects.
F. Grosso, A. Bonanomi, F. Pagnini
wiley +1 more source
Brain and Behavior, Volume 15, Issue 2, February 2025.Abstract Purpose Humans obtain most of their information from visual stimuli. The perception of these stimuli may be modulated by the ongoing pre‐stimulus brain activities. Depending on the task design, the processing of different cognitive functions such as spatial attention, feature‐based attention, temporal attention, arousal, and mental imagery may
Narjes Soltani Dehaghani, Mojtaba Zarei
wiley +1 more source