Neuromarketing: Research of Consumer Spatial Behavior Using Eye Tracking
نویسندگان
چکیده
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 کاملEvolutionary neuromarketing: Darwinizing the neuroimaging paradigm for consumer behavior
Justin R. Garcia ̂ '̂ and Gad Saad^* 'Laboratory of Evolutionary Anthropology and Health, Departments of Anthropology and Biological Sciences, Binghamton University, Binghamton, NY 13902, USA ^Institute for Evolutionary Studies, Binghamton University, PO Box 6000, Binghamton, NY 13902, USA ^Marketing Department, John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. West ...
متن کاملNeuromarketing: Neurocode-Tracking in Combination with Eye-Tracking for Quantitative Objective Assessment of TV Commercials
The term “neuromarketing” suggests a combination of marketing research and brain research. Within marketing research, objective assessment of TV commercials is performed by use of EyeTracking devices. Brain research has been dominated by NMRI technologies during the last years. However, information content and time resolution are much better when monitoring electric activity by spectral analysi...
متن کاملNeuromarketing: Inside the mind of the consumer
Managers today are under tremendous pressure to uncover factors driving customers’ attitudes and behavior that can serve a source of competitive advantage. Unfortunately, traditional methods of generating customer insights suffer from well-known limitations, and have remained largely unchanged since their introduction decades ago. As a result, there is growing interest in brain-based approaches...
متن کاملNeuromarketing and consumer neuroscience: contributions to neurology
BACKGROUND 'Neuromarketing' is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context...
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ژورنال
عنوان ژورنال: Vestnik NSUEM
سال: 2020
ISSN: 2073-6495
DOI: 10.34020/2073-6495-2020-1-190-202