منابع مشابه
Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies
This article investigates the potential use of Eye Tracking as a neuromarketing tool and its potential for marketing in general. We sought to identify some of the main applications within the mainstream of marketing. The objective of this research was achieved by means of a conceptual literature review. The results of our research indicate important potential uses for Eye Tracking in practical ...
متن کاملWhat is "neuromarketing"? A discussion and agenda for future research.
Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research--what has come to be called "neuromarke...
متن کاملNeuroethics of neuromarketing
• Neuromarketing is upon us. Companies are springing up to offer their clients brain-based information about consumer preferences, purporting to bypass focus groups and other marketing research techniques on the premise that directly peering into a consumer's brain while viewing products or brands is a much better predictor of consumer behavior. These technologies raise a range of ethical issue...
متن کاملOn the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research
Here we present an overview of some published papers of interest for the marketing research employing electroencephalogram (EEG) and magnetoencephalogram (MEG) methods. The interest for these methodologies relies in their high-temporal resolution as opposed to the investigation of such problem with the functional Magnetic Resonance Imaging (fMRI) methodology, also largely used in the marketing ...
متن کاملNeuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research
Recent years have seen an "explosion" in the abilities of scientists to use neuroscience in new domains. Unfortunately, it is little known and reported on how advertising companies make more effective pharmaceutical drugs commercials. The purpose of this paper is to analyze how neuromarketing techniques may impact the consumer response to pharmaceutical advertising campaigns. The result shows t...
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ژورنال
عنوان ژورنال: Interdisciplinary Description of Complex Systems
سال: 2016
ISSN: 1334-4676,1334-4684
DOI: 10.7906/indecs.14.2.3