Fundamentos del neuromarketing desde la neurociencia del consumidor para la generación de confianza [PDF]
, 2016 [Resumen] Este documento recopila, a través de una revisión bibliográfica, los fundamentos del neuromarketing, desde la neurociencia del consumidor, para la generación de confianza a través de los medios sociales digitales.
Tinoco-Egas, Raquel
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Curiosity in Consumer Behavior: A Systematic Literature Review and Research Agenda
International Journal of Consumer Studies, Volume 48, Issue 6, November 2024.ABSTRACT The aim of this study is to conduct a systematic review of the literature on consumer curiosity and its impact on consumer behavior. The “Scientific Procedures and Rationales for Systematic Literature Reviews” (SPAR‐4‐SLR) methodology and the “Theory, Context, Characteristics, and Methodology” (TCCM) framework were employed to analyze 122 ...
Artur Strzelecki +2 more
wiley +1 more source
Sonic branding: A narrative review at the intersection of art and science
Psychology &Marketing, Volume 41, Issue 7, Page 1530-1548, July 2024.Abstract The field of sonic branding/marketing has grown rapidly in recent years, as has commercial interest in more science‐based approaches to the practice, particularly as more brands and agencies look for qualitative and quantitative evidence to support the efficacy of sonic branding.
Charles Spence, Steve Keller
wiley +1 more source
Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat?
Communications, 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
doaj +1 more source
MANAGEMENT OF CONSUMERS’ ATTENTION – WHAT CAN THE ADVERTISER DO TO SURVIVE THE MEDIA REVOLUTION [PDF]
I know half the money I spend on advertising is wasted, I just don’t know which half joked John Wanamaker, who created the first department store in 1876 [15]. In spite of the passageof time Wanamaker’s saying is still in force.
Kwiatkowska Joanna
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El Neuromarketing aplicado a los estudios políticos [PDF]
, 2015 El neuromarketing político constituye un campo que estudia e investiga los procesos cerebrales referentes al comportamiento político y la toma de decisiones en la actividad política mediante el uso de herramientas neurocientíficas.
Clavijo Romero, Bibiana Andrea +1 more
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The use of neuromarketing and sensory marketing at events: A case study [PDF]
, 2017 [Resumen] A partir de las últimas décadas del pasado siglo se han implementado diversas técnicas de marketing derivadas de estudios realizados en diferentes áreas del conocimiento, como la psicología o la neurociencia.
Guerra Serrano, Alberto +1 more
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Neuromarketing in Digital Epoch: Situation and Propsects of Development
Вестник Российского экономического университета имени Г. В. ПлехановаThe article provides analysis of neuromarketing concept in the context of digital transformation of today’s society and presents key methods of neuromarketing research.
N. Yu. Voziyanova, N. V. Kameneva
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Limiting Aspects of Neuromarketing Research
Mednarodno Inovativno Poslovanje, 2019 Marketing specialists, marketing academics and neurologists define more effective strategic approaches for communication with modern consumers through neuromarketing.
Milica Slijepčević +2 more
doaj +1 more source
The Cognitive Processing of an Educational App with Electroencephalogram and “Eye Tracking” [PDF]
, 2017 El empleo de apps en educación es cada vez más frecuente. Sin embargo, no se han estudiado suficientemente los mecanismos de atención y procesamiento de sus contenidos y sus consecuencias en el aprendizaje. El objetivo de este trabajo es analizar cómo se
Cuesta Cambra, Ubaldo +2 more
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