Results 71 to 80 of about 11,200 (215)

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, Maarten Boksem, Luis Alberto Casado‐Aranda, Jesús García‐Madariaga, Nadine R. Gier‐Reinartz, João Guerreiro, Sandra Loureiro, Shobhit Kakaria, Ale Smidts, Michel Wedel   +9 more
wiley   +1 more source

Evaluation of Emotional Responses to Television Advertising through Neuromarketing [PDF]

, 2017
Desde el siglo pasado hemos presenciado una evolución constante de las técnicas de comunicación publicitarias en un intento de adaptación a las nuevas realidades sociales del mercado. Como recurso estratégico, la Neurociencia aporta una nueva perspectiva
Baraybar Fernández, Antonio, Barquero Pérez, Óscar, Baños González, Miguel, Goya Esteban, Rebeca, Morena Gómez, Alexia de la   +4 more
core   +5 more sources

NEUROMARKETING RESEARCH TECHNOLOGIES: TOOLS AND METHODOLOGY

Vestnik of Polotsk State University Part D Economic and legal sciences, 2023
The article deals with neuromarketing research which is a new methodological area in the system of contemporary approaches in the sphere of marketing information collection and analysis. The author considers the parameters that must be studied when conducting neuromarketing research, which are used by specialists to determine the emotional reactions of
openaire   +1 more source

The Role of Emotions and Imagery in Financial Decision‐Making: A Comparative Analysis of Neuromarketing and Self‐Report Data

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, Lars‐Erik Casper Ferm, Zsuzsa Reka Huszar, Park Thaichon, Sara Quach   +4 more
wiley   +1 more source

Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research – a Global Exploratory Approach

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, Dan-Cristian Dabija, Ana Maria Iorga   +2 more
doaj  

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
core  

Neurosciences au service de la communication commerciale : manipulation et éthique - Une critique du neuromarketing [PDF]

, 2013
title : Neurosciences in the service of marketing communication: manipulation and ethics- A critique of neuromarketing Abstract : By using knowledge in neurosciences, the neuromarketing claims to be capable of influencing the purchasing behavior of the ...
Benoit, Denis, Courbet, Didier
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, Ivana Ondrijová, Dávid Miško, Anna Tomková   +3 more
wiley   +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, Niño González, José Ignacio, Rodríguez Terceño, José   +2 more
core   +1 more source

An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing

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