Results 71 to 80 of about 18,116 (209)
General theoretical approach to neuromarketing, as market research methodology and its relationship with consumer buying behavior [PDF]
, 2016 En este ensayo se hace una presentación de los orígenes y actualidad del neuromarketing, sus herramientas y se plantea la pregunta, por la viabilidad de utilizarlo como instrumento eficaz en los estudios de mercado, de comprensión del mundo espacio vital
Castiblanco Talero, Cristian
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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 +2 more
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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IMPULSE moment-by-moment test:An implicit measure of affective responses to audiovisual televised or digital advertisements [PDF]
, 2020 IMPULSE is a novel method for detecting affective responses to dynamic audiovisual content. It is an implicit reaction time test that is carried out while an audiovisual clip (e.g., a television commercial) plays in the background and measures feelings ...
Calvert, Gemma A. +3 more
core +2 more sources
Análisis de la Producción Científica del Neuromarketing: Perspectivas para Cuba
, 2021 Soima Rosa Méndez Lazo +2 more
openalex +2 more sources
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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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
core +1 more source
Mercados y Negocios, 2016 El conocimiento del neuromarketing, se puede considerar como el soporte en una estrategia para mejorar la calidad en el servicio de las PYMES. La investigación analizó la relación entre el neuromarketing y la calidad en el servicio en las ventas al ...
Jovanna Nathalie Cervantes Guzmán +2 more
doaj +3 more sources