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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
Digital history of neuromarketing
, 2012 History of neuromarketing through the collection of online items, archived in a Zotero archive. This project conducted in 2009 recorded all instances of webpages mentioning 'neuromarketing', with a Google search on this term, plus a search on the Lexis ...
Erasmus Research Institute of Management +2 more
core +1 more source
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
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
Redefining Neuromarketing as an Integrated Science of Influence
Frontiers in Human Neuroscience, 2015 Multiple transformative forces target marketing, many of which derive from new technologies that allow us to sample thinking in real time (i.e., brain imaging), or to look at large aggregations of decisions (i.e., big data). There has been an inclination
Hans C. Breiter +28 more
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
core
The Development of Neuromarketing Research on Russian Market
Вестник Российского экономического университета имени Г. В. ПлехановаStudying customer behavior has always been one of the most popular trends of marketing research. Scientists were eager to get answers to the questions: how customer makes a decision about a purchase, what drives and motivates him/her and they always ...
A. L. Beloborodova
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 and consumer behaviour: theoretical aspects and areas of intervention [PDF]
openIl presente elaborato si propone di analizzare una disciplina tanto affascinante quanto complessa, il neuromarketing, mettendone a nudo l’essenza nel modo più semplice ed efficace possibile, al fine di permettere al lettore di comprenderne gli ...
MARINI, ANNA
core
Amfiteatru Economic, 2014 A key challenge in the 21st century is identifying how to satisfy consumers’ needs in the best manner possible, whilst ensuring companies’ financial profitability. Scientists play a major role in achieving this goal, as research methods, techniques and
Nicolae Al. Pop +2 more
doaj