Results 61 to 70 of about 903 (167)
International Journal of Consumer Studies, Volume 49, Issue 6, November 2025.ABSTRACT The rapid emergence of artificial intelligence (AI) is fundamentally transforming the relationship between consumers and businesses, introducing new dynamics that remain only partially understood. Although this relationship has long been examined in the research domains of consumer behavior and customer relationship management, the new AI ...
Jorge Gouveia, Susana Santos
wiley +1 more source
Pressacademia, 2020 Purpose- In the last two decades neuromarketing is considered to be an evolutionary concept within marketing that makes use of neuroscientific tools in order to measure human related factors such as attributes, emotions, memory and perceptions which influence the consumer decision making.
KURTOGLU, Ali Levent, FERMAN, Ali Murat
openaire +4 more sources
This is your brain on neuromarketing: reflections on a decade of research [PDF]
Journal of Marketing Management, 2017 In this commentary, we reflect on the last decade of research in the field of neuromarketing and present a schematic illustration of the basic process of a typical neuromarketing study. We then identify three critical points of interest in this illustration that have not received enough discussion in neuromarketing-relevant literature, and which we ...
Nick Lee +3 more
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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
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
FORMATION AND DEVELOPMENT OF THE NEUROMARKETING’S CONCEPT IN MODERN CONDITIONS
Ринкова економіка: сучасна теорія і практика управління, 2018 To date, we can say that the market for the application of neurophysiological research in marketing is in the process of becoming. Promotion of neuromarketing services inevitably faces not only a number of difficulties, but also with insufficient ...
О. В. Жмай
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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
New frontiers in neuromarketing research
, 2020 Recent years has seen an explosion in the application of neuroscience techniques to market research, known as neuromarketing. The aim of this paper is to contribute to both theoretical and practical aspects of neuromarketing research by presenting a new and innovative neuroscience tool for studying marketing-relevant behavior, namely GRAIL.
Alvino, Letizia +2 more
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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