Relevant bibliographies by topics / Neuromarketing

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Neuromarketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 12 June 2025

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Journal articles on the topic "Neuromarketing"

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Varón Sandoval, Alexander, Pedro Juan Martín Castejón, and Lizeth Carolina Zapata Castillo. "Neuromarketing." Revista Facultad de Ciencias Económicas 31, no. 2 (2023): 9–20. http://dx.doi.org/10.18359/rfce.5785.

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En este artículo de revisión se abordan los diferentes conceptos y teorías que se encuentran en torno al neuromarketing como un complemento a las estrategias del marketing tradicional. Se empieza por mostrar el camino que ha recorrido el segundo para llegar al primero, se continúa con la definición de esta nueva disciplina emergente dada por diferentes autores, se hace referencia a su evolución y los retos que tiene que afrontar. Se muestra un breve resumen sobre las estructuras cerebrales más importantes que se deben conocer para comprender el neuromarketing. Así mismo,se detallan las técnicas más utilizadas en los estudios. Por último, se evidencian los aportes que ha hecho el neuromarketing al marketing mix. Como principal conclusión, se encuentra que, aunque mucho se ha hablado del neuromarketing, poco se ha explorado, pues es una disciplina en desarrollo que puede interactuar con otras afines que logran enriquecer su esencia a partir del conocimiento del ser humano. Como cualquier disciplina en desarrollo, tiene detractores que lo consideran una herramienta de “manipulación”. En este artículo, se darán argumentos que hacen al neuromarketing una importante estrategia organizacional.
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Camargo, Shirlei Miranda. "Neuromarketing." ReMark - Revista Brasileira de Marketing 23, no. 1 (2024): 198–251. http://dx.doi.org/10.5585/remark.v23i1.23556.

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Objetivo: Descobrir o que desperta mais a atenção e gera maior confiança nos consumidores em ambientes virtuais - posts com rostos ou com objetos que simulam um rosto (pareidolia) frente a posts com objetos comuns. Método: Pesquisa quantitativa realizada por meio de um experimento realizado com 90 estudantes de Universidades do Sul do Brasil. Originalidade/Relevância: Existe uma superexposição às informações que dificulta atrair a atenção dos consumidores. Porém segundo Guido et al. (2019), o rosto humano é um elemento que chama a atenção, portanto, uma solução seria utilizá-lo (ou objetos que o lembram - pareidolia). Contudo, há poucos estudos sobre isso. Logo, se contribui trazendo insights sobre o uso de rostos/pareidolia em anúncios online. Resultados: ao comparar posts com objetos que lembram um rosto, com rostos reais e com objetos comuns, verificou-se que aquele com objetos que lembram um rosto (pareidolia) chamam mais a atenção que os demais em anúncios online. Contribuições teóricas/metodológicas: O tema “rosto” é pouco estudado (Ma et al., 2021, Chen et al., 2023). Logo, a contribuição teórica desse estudo é trazer indícios que imagens contendo objetos que lembram um rosto (pareidolia) podem ser consideradas superiores nessa tarefa. Contribuições sociais / para a gestão: Com esses resultados, os gestores podem repensar suas estratégias para se destacar em meio ao excesso de informações. Por exemplo, utilizando em posts objetos que lembrem um rosto humano para chamar a atenção dos consumidores.
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Louro, Fernanda Gonçalves, and Renata Andreoni Barboza. "Neuromarketing." ReMark - Revista Brasileira de Marketing 23, no. 1 (2024): 252–99. http://dx.doi.org/10.5585/remark.v23i1.23541.

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Objetivo: Entender de que forma os consumidores percebem as influências do Neuromarketing em suas ações de consumo. Método: Pesquisa qualitativa, por meio de entrevistas individuais com consumidores, guiadas por roteiro semiestruturado, com abordagem lógica indutiva para construção de teoria a partir dos resultados. Como forma de tratamento de dados foi realizada uma análise de conteúdo, que deram origem as categorias para composição do modelo teórico. Originalidade/Relevância: A relevância deste estudo assume um importante papel na discussão da aplicabilidade da neurociência no mundo dos negócios, pois fornece uma contribuição única, gerencial e acadêmica, explorando a formação de um novo modelo que poderá contribuir aos estudos e estratégias do neuromarketing. Resultados: Foi evidenciado que os consumidores percebem sua relação com o consumo com uma tendência de influências mais emocionais, criando um processo de envolvimento através de estímulos, memórias, gatilhos sensoriais e experiências que geram um comportamento de consumo mais irracional. Contribuições teóricas: Foi proposto o modelo de disponibilidade emocional no consumo, com cinco categorias centrais: Disponibilidade mental (estímulo), memória (Gatilhos sensoriais), Experiência (humanização), Emoção (engajamento) e Impulso (encorajamento) no qual evidencia um caminho de persuasão do Neuromarketing, que direciona para um comportamento de consumo com um viés emocional. Contribuições para a gestão: Como contribuição gerencial, carrega a possibilidade de aplicabilidade das estratégias de Neuromarketing nos planejamentos empresariais, trazendo uma lente de investigação diferenciada e menos enviesada das preferências de consumo dos indivíduos.
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Shishakova, Yu V. "THE DEVELOPMENT OF NEUROMARKETING IN RUSSIA." Bulletin of Udmurt University. Series Economics and Law 31, no. 4 (2021): 621–26. http://dx.doi.org/10.35634/2412-9593-2021-31-4-621-626.

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The article analyzes the understanding of the essence of neuromarketing in the business circles of Russia. The basis for the completed research is the study of applied publications on various aspects of neuromarketing, as well as materials of forums and roundtables with heads of companies interested in the development and application of neuromarketing. The most relevant interpretations of the concept of "neuromarketing" are highlighted and presented. Areas and types of neuromarketing research, the requirements for organizations engaged in providing this type of service are listed. It is emphasized that the implementation of neuromarketing services requires a certain logistical basis, on which the format of services and the quality of research depends. The main types of equipment are presented with a description of the characteristics and prices depending on the level of complexity of the tasks of neuromarketing. In order to understand the prevalence of neuromarketing services and their qualitative level, the characteristics of companies engaged in neuromarketing in Russia have been analyzed. The author describes the activities of companies operating in Russia and the range of tasks they solve in the field of neuromarketing. The article concludes by showing the prospects of neuromarketing development and describing the possibilities of its application in various areas of activity.
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Singh, Prakash, Ibrahim Alhassan, and Lama Khoshaim. "What Do You Need to Know? A Systematic Review and Research Agenda on Neuromarketing Discipline." Journal of Theoretical and Applied Electronic Commerce Research 18, no. 4 (2023): 2007–32. http://dx.doi.org/10.3390/jtaer18040101.

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The neuromarketing phenomenon has led to a makeover in the marketing area, and its application in the business world has generated a better insight into understanding diverse consumer behavior. This comprehensive study delves into the multifaceted world of neuromarketing. Employing a systematic literature review approach and reviewing 51 articles from the Web of Science database, the study aims to provide a holistic view of the neuromarketing field, offering valuable insights and directions for future research and practical application in the business and academic world. The key results of this study are classified into six distinct research themes: 1. Evolution of Neuromarketing, 2. Neuromarketing Definitions and Neuromarketing Tools, 3. Neuromarketing in Practice, 4. Social Value of Neuromarketing, 5. Neuromarketing and Consumer Behavior, and 6. Neuromarketing for Sustainable Business Development. The results of the study are based on the 4W framework (What, Where, Why, and How) and the TCCM framework (Themes, Contexts, Characteristics, and Methodology). The study underscores the significance of neuromarketing to businesses and serves as a provocative call to action for businesses to study its potential which traditional marketing techniques may overlook. This study is notable for its investigation of theoretical evolution, definitions, tools, practices, social value, and influence on consumer behavior within the discipline. Its contribution unfolds to sustainable business development, where neuromarketing can facilitate sustainable products and practices by understanding consumer behavior. This study presents valuable insights and sets the stage for future research through theoretical advancements in neuromarketing. It further acts as a foundational resource for marketers and researchers in augmenting their theoretical and practical acumen.
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Kasenkova, К., and К. Kutsenko. "NEUROMARKETING AS AN INNOVATIVE STRATEGIC INSTRUMENTARY OF PRIEDUCTION'S MARKETING ACTIVITIES IN THE SERVICE INDUSTRY." Series: Economic scienceue/view/124 2, no. 155 (2020): 23–28. http://dx.doi.org/10.33042/2522-1809-2020-2-155-23-28.

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The analysis of the influence of neuromarketing as a tool for marketing activities in the Internet environment, to increase the loyalty of tourists to tourism enterprises in the context of the service sector. The channels of percep-tion on which neuromarketing affects are analyzed and structured. Analyze different approaches to the definition of the essence of neuromarketing on which prompted the author's vision of the related concepts. The article considers the concept of neuromarketing and its interpretation. Аn overview of neuromarketing tools, their advantages and disadvantages, and the possible scope of their application is given. The main problems of using neuromarketing tools are also discussed. The research points to the usefulness of neuromarketing at positioning the destination brand. Problems and prospects of using neuromarketing in the Internet space for promoting tourist services are con-sidered. Additionally, the complexity of neuromarketing research perception means that it is inadvisable to use the obtained data in isolation. It is proved that the perception of information on the Internet changes every year, as evidenced, for example, the so-called "banner blindness", new methods and communication channels are needed to support the loyalty of existing customers and attract new ones. The areas where used neuromarketing: strategic instrumentary, neuromarketing research are considered and systematized. In addition, it has been proven that information that is provided without visual support is usually not perceived as effective. It has been proved that neuromarketing in symbiosis with traditional marketing methods and tools provides an opportunity to solve several the above problems. The appliance of neuromarketing tourism market research thus assumes a novel conceptual approach, one that quite differs from the standard. Keywords: neuromarketing, strategic marketing, internet marketing, marketing in tourism.
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Syvolovska, Olena, Tetiana Neskuba, Olena Aleksandrova, and Olena Mkrtychyan. "Implementation of innovative marketing technologies for higher efficiency of the marketing communication complex." SHS Web of Conferences 67 (2019): 04013. http://dx.doi.org/10.1051/shsconf/20196704013.

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The authors analyzed the basic trends in development of marketing communications in Ukraine and defined efficient innovating marketing methods, one of which is neuromarketing. The article generalizes experience in implementing neuromarketing techniques in Ukraine and all over the world, systematizes methods, technologies and tools of neuromarketing and defines the areas of usage for business activity in Ukraine. Besides, the article analyzes faults, advantages and prospects of neuromarketing development, classifies target audiences in terms of their response to neuromarketing methods and techniques. It also touches a need to implement on-line neuromarketing tools.
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Lim, Weng Marc. "Demystifying neuromarketing." Journal of Business Research 91 (October 2018): 205–20. http://dx.doi.org/10.1016/j.jbusres.2018.05.036.

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Mészáros, Katalin, and Bendegúz Richárd Nyikos. "A neuromarketing elméleti áttekintése és kutatási módszerei." Gazdaság és Társadalom 15, no. 2 (2022): 68–89. http://dx.doi.org/10.21637/gt.2022.2.04.

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A neuromarketing a 2000-es évektől jelent meg, mint a marketingkutatás új iránya és az elmúlt években a technológiai fejlődésnek köszönhetően szerepe egyre inkább felerősödött. A neuromarketing a hagyományos kvalitatív és kvantitatív kutatási módszereket nem helyettesíti, hanem a marketingkutatási folyamatban kiegészítő szerepet tölt be. A neuromarketing a vásárlói, fogyasztói döntési folyamatokban a tudatalatti motivációk, preferenciák és érzések megismerésére irányul a rendelkezésre álló technológiai eszközök segítségével. A neuromarketing-kutatások módszerei közül a legismertebbek az fMRI (funkcionális mágneses rezonanciavizsgálat), az EEG (elektroenkefalográfia), az Eyetracking (szemkövetés), a GSR (galvanikus bőrreakció) és az arcolvasó rendszer. A tanulmány a neuromarketing szakirodalmi áttekintése, melyben kifejtésre kerülnek az egyes neuromarketing-kutatások során alkalmazható eszközök és kutatások eredményei.
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Akaeva, Veronika R., and Nyria G. Hametova. "NEUROMARKETING TOOLS: ETHICAL SIDE OF INFLUENCE ON CONSUMER BEHAVIORAL REACTIONS." Krasnoyarsk Science 13, no. 1 (2024): 70–87. http://dx.doi.org/10.12731/2070-7568-2024-13-1-223.

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Despite the growing popularity of neuromarketing, its use faces certain problems. First of all, consumers and society have concerns about the ethical component of neuromarketing and the possibility of its use to manipulate consumer behavior. In addition, both businesses and consumers do not always have complete information about the features of neuromarketing and the technologies it uses. Addressing these issues is essential to expanding the use of neuromarketing as a tool for improving business performance. Purpose of the study: analysis of the ethical aspects of neuromarketing and review of the main neuromarketing technologies from the point of view of assessing their advantages compared to traditional marketing tools. Method or methodology for carrying out work. During the research, systemic and situational types of analysis, data from expert assessments, and information from complex studies provided by neurolaboratories were used. The information base of the study was formed on the basis of publications on the topic of neuromarketing, presented in the RSCI and Scopus databases, as well as monographs relevant to the research topic. Results. We have proposed our own definition that reveals the essence of neuromarketing. The author's point of view has been formed on determining the degree of ethics of using neuromarketing tools when conducting comprehensive studies of consumer preferences. Information on key neurobiological methods used in neuromarketing research is systematized and their effectiveness in comparison with traditional marketing tools is clarified. Scope of application of the results: results obtained can be used when conducting research in the field of neuromarketing.
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Dissertations / Theses on the topic "Neuromarketing"

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Borda, Leandro Oscar, Martín Andrés Doña, Sebastián Llach, and Juan Ignacio Torrecilla. "Neuromarketing." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2014. http://bdigital.uncu.edu.ar/6695.

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El neuromarketing puede definirse como un área de estudio interdisciplinaria en la que se utilizan técnicas y tecnologías propias de las neurociencias para analizar las respuestas cerebrales del hombre frente a diversos estímulos de marketing. A lo largo de este trabajo, busca conocer el funcionamiento del cerebro a nivel fisiológico, desarrollando cómo está conformado y en qué parte del mismo se efectúa cada proceso que lleva a actuar de una u otra forma. También se hará hincapié en el individuo como consumidor, cómo lleva a cabo o cómo se realiza el proceso de toma de decisiones frente a nuevos productos, y de qué forma se podría lograr la fidelidad por parte del consumidor para posteriormente ser considerado como un cliente. También se atenderá la aplicación del neuromarketing por parte de diversas empresas y cómo por medio de esta técnica, lograron aumentar sus ventas y la tan ansiada fidelidad por parte de los clientes. Finalmente, se desarrollará un tema muy controvertido y que ha tenido mucha atención por parte de la prensa de todo el mundo, como es la ética y moral en la aplicación del neuromarketing.<br>Fil: Borda, Leandro Oscar. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.<br>Fil: Doña, Martín Andrés. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.<br>Fil: Llach, Sebastián. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.<br>Fil: Torrecilla, Juan Ignacio. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Mariel, Fernández Milani Eliana. "Neuromarketing." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2016. http://bdigital.uncu.edu.ar/8087.

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Se estudia la evolución del marketing al neuromarketing analizando sus bases, aplicaciones y beneficios.<br>Fil: Fernández Milani Eliana Mariel . Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Mrkvová, Tereza. "Neuromarketing." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-126592.

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This diploma thesis deals with new emerged discipline neuromarketing, which connects marketing with findings of neuroscience. First part of the thesis characterizes theoretical findings concerning neuromarketing, including also its history. It defines basic methods that are used to measure and capture subconscious reactions of a respondent to marketing stimulus. In this part of the work is also presented the first neuromarketing model. In the practical part there is mapped, which neuromarketing methods are used in practice and it also gives answers about purpose and extend of neuromarketing use. Moreover, it compares the situation in the Czech Republic and abroad from the point of neuromarketing use. The conclusion is devoted to ethical aspects of neuromarketing use and the development of neuromarketing in the future.
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Janečková, Kamila. "Neuromarketing: Conceptualization of neuromarketing usage in marketing process." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-142289.

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Neuroscience is a new scientific discipline studying people's nervous system and brain, and among other things discovering how they decide and what motivates them. One of the branches of this study is neuromarketing which becomes to be increasingly used as a marketing research methodology which claims to reveal what people really think not only what they declare. There are still many question marks concerning this method, and, particularly in the Czech market where there is generally little notion about it, neither clients nor advertising agencies are sure whether and how to use it throughout their marketing and communication process. This thesis sets its goal in trying to shed a light on the problematic and provide a deeper analysis of the methodology and its presence on the Czech market. Via primary and secondary research, and description of several case studies and conducted interviews, it intends to conceptualize the application of neuromarketing in marketing and thus help with a decision about when and how it may be worth to think of using it in practice.
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Radin, Arianna <1993&gt. "Intercultural Neuromarketing." Master's Degree Thesis, Università Ca' Foscari Venezia, 2022. http://hdl.handle.net/10579/21769.

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What happens on the mind of consumers’ while doing shopping? How does culture affect our decision-making? Understanding consumers’ decision-making process is one of the most important challenge in the field of marketing. All the entire process is even more complicated if we consider that, nowadays, marketing has to operate in a global setting and it has to face many cultural challenges. In fact, culture plays a predominant role on the people’s life and it affects the way people perceive and filter reality. Since it has been discovered that people’s decisions are mainly influenced by unconscious mental processes, neuroscientific research turned out to be an excellent tool to understand what happen in our brain when it comes to make a decision. The aim of this research is to understand the way culture wires and shapes our brain and, therefore, influence our behaviours, feelings, values and practices. Cross- cultural differences on neuronal signatures will shed a new light on both culture, cognition and marketing.
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Gianolio, Francesca <1990&gt. "Neuromarketing e vino." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/9523.

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Tutte le volte che il consumatore deve acquistare un prodotto piuttosto che usufruire di un servizio, nella scelta, può essere inconsciamente coinvolto da processi di cui non è assolutamente consapevole. L’idea di poter individuare le reali motivazioni, le emozioni e i bisogni che guidano i comportamenti di consumo è uno degli obiettivi principali del marketing. Tuttavia la difficoltà della valutazione qualitativa e quantitativa delle emozioni, e la difficoltà delle ricerche di mercato di poter individuare le motivazioni più profonde in grado di spiegare i comportamenti di consumo, ha lasciato spazio allo sviluppo di un modello di studio del consumatore di tipo razionale e logico. Quindi, per lungo tempo, l’approfondimento di tali fenomeni da parte dell'economia e del marketing ha fatto sì che venisse trascurata la componente emozionale. Ma numerose ricerche e studi hanno dimostrato come ciò che viene dichiarato dai consumatori può essere l’esito di un processo di razionalizzazione e di giustificazione a volte non coincidente con le reali motivazioni di acquisto. Negli ultimi tempi sono stati realizzati enormi progressi nello studio del funzionamento del cervello e del rapporto esistente tra il comportamento dell'individuo e la sua attività cerebrale. Gli studi in campo neuroscientifico hanno riscontrato che le emozioni costituiscono la base fondamentale da cui scaturiscono i pensieri, i comportamenti e le azioni degli individui. Ne è conseguito, pertanto, che la componente emozionale ricopre un ruolo fondamentale sia nei processi decisionali dei consumatori sia nella stima delle azioni di marketing. Se dunque l’emozione è un elemento importante che sta alla base delle decisioni e dei comportamenti di acquisto, il marketing dovrà intraprendere percorsi finora inediti per comprendere sempre meglio e misurare le emozioni che caratterizzano gli atti di consumo. Al fine di includere nelle ricerche questi fenomeni è necessario che il marketing indaghi nuovi metodi, come quelli offerti dalle neuroscienze, diversi da quelli tradizionalmente utilizzati, per indagare su ciò che avviene nella mente dei consumatori. La prospettiva che le neuroscienze possano fornire informazioni più attente sui consumatori rispetto ai tradizionali sistemi di indagine e alle classiche ricerche di mercato, ha suscitato interesse e spinto già diverse aziende, come Google, Microsoft e Coca-Cola, a utilizzare nuove pratiche di neuromarketing. Da queste prospettive non ne è escluso il mondo del vino, che recentemente si sta avvicinando sempre più alla psicologia cognitiva e psicofisica per l’analisi sensoriale. Se negli ultimi cinquant’anni la scienza del vino, ovvero l’enologia, ha fatto passi importanti grazie all’apporto e alle conoscenze della chimica e della microbiologia per valorizzare e conservare la qualità del vino, il suo colore, il suo aroma e il suo gusto, ora si sta avvicinando alla neuroscienza per comprendere le interazioni fra i diversi sensi e il ruolo delle emozioni nella degustazione di un vino.
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Tegelberg, Linda, and Juliana Kallo. "Neuromarketing : En kvalitativ studie, där svenska marknadsföringsexperters förhållningssätt till neuromarketing behandlas." Thesis, Högskolan Dalarna, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:du-26363.

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I ett samhälle där konsumenter översköljs av information, har marknadsförare tvingats hitta nya vägar att nå ut med sitt budskap. Marknadsförare måste förutom att tränga igenom ett massivt brus av reklam, söka djup förståelse kring konsumenters beteenden. Ett sätt att göra detta på, är genom ämnet neuromarketing som är en kombination av neurovetenskap och marknadsföring. Neuromarketing äntrade världen så sent som 2002. Neuromarketing består av tre stora forskningsområden: neurovetenskap, beteendeekonomi och socialpsykologi. Genom att kombinera dessa forskningsämnen, är det idag möjligt att studera konsumenters hjärnor och kroppar, för att skaffa kunskap och förståelse kring konsumenters beteende och beslutsfattande. När det kommer till Sverige så är neuromarketing fortfarande okänt. Människor lyfter frågande på ögonbrynen när ämnet kommer på tal. Detta trots att teknologiutvecklingen tvingar marknadsförare att hitta nya sätt att kommunicera med sin omvärld på och trots att Sverige placeras på tredje plats i rankningen av mest digitaliserade länder. Vad beror detta på? Varför finns det inga studier gjorda i Sverige om neuromarketing? Syftet med denna studie är att bidra med ökad kunskap om ämnet neuromarketing, genom att lyfta fram svenska experters förhållningssätt till detta forskningsämne. Studiens insamling av empiri bestod av intervjuer med experter inom marknadsföring. Resultatet av denna studie står i kontrast till tidigare studier, där neuromarketing benämns som något nytt och revolutionerande. Svenska experter hävdar motsatsen, marknadsförare har alltid studerat och fascinerats över beteende, emotioner och reaktioner hos konsumenter. Svenska experter anser också att teknologin som används inom neuromarketing är bristande och kommer med stora begränsningar. De påstår också att annan teknologi är mer betydelsefull än den som läser av hjärnaktivitet, ögonrörelser och ansiktsuttryck. Ämnet för även med sig en rad etiska frågeställningar och svenska experter tror inte att konsumenter vill övervakas i ett kommersiellt syfte.<br>In a society where information inundates consumers, marketers have been forced to find new ways to spread their message. One way to do this, is by the new subject neuromarketing which is a combination of neuroscience and marketing. Neuromarketing boarded the world at 2002. Neuromarketing consist of three big frontiers: neuroscience, behavioral economics and social psychology. By uniting these three areas it is now possible to study the brains and bodies of consumers to find out why they act and react like they do. The developments in technology force marketers to find new ways to communicate with the world and though Sweden is placed as number three among countries who is digitalized, neuromarketing is unknown in Sweden. How can it be? Why are there not any Swedish studies about neuromarketing? The purpose with this study is to contribute with knowledge about the subject neuromarketing, by emphasize the views of Swedish experts towards neuromarketing. The empirics was gathered by interviews with Swedish marketing experts. The result of this study shows that Swedish experts disagree with the studies that claims neuromarketing to be something new and revolutionary. Instead, Swedish experts claim that marketers always been studying consumers behaviors, feelings and reactions. Swedish experts also says that the technology behind neuromarketing is inadequate and comes with a lot of restrictions. There is technology more important than the one who measure brain activity and eye movements. The subject neuromarketing also comes with ethical aspects and Swedish experts does not think that consumers want to be supervised in a commercial intention.
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Kampakoglou, Kyriaki. "Neuromarketing : Validity and Morality." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16794.

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The new way of doing marketing the so -called neuromarketing, which is a combination of neuroscience findings collected for and used in the marketing domain, has raised a lot of support but a lot of critic as well. The research question is focusing on whether the neuromarketing has been an approach of explaining and defining the human behavior, or whether it has transformed to an unethical manipulation of consumers in order to discover the much wanted “buy button” in consumers’ brains. Additionally issues of validity of neuromarketing researches is to be examined as well their purpose of conduction and the use of their findings.<br>Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing
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Linares, Weilg Jorge Luis. "NeuroMarketing: fundamentos, mitos y realidades." Universidad Peruana de Ciencias Aplicadas (UPC), 2018. http://hdl.handle.net/10757/623055.

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Evento realizado en el Campus de Sam Miguel, Universidad Peruana de Ciencias Aplicadas (UPC) el día 27 de Marzo de 2018. Lima, Perú.<br>Conferencia aborda los fundamentos, mitos y realidades del NeuroMarketing.
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Grazioli, Eleonora <1995&gt. "Neuromarketing: nella mente del consumatore." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/15482.

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Dopo aver presentato nella prima parte dell’elaborato l’evoluzione del consumatore nel tempo, nei capitoli seguenti viene affrontato il tema del neuromarketing. L’elaborato infatti ha lo scopo di analizzare i meccanismi che si verificano nella mente del consumatore, quindi gli elementi che lo incentivano a scegliere il prodotto che effettivamente acquista. Uno studio di questo tipo è fondamentale per le aziende che vogliono scegliere una strategia mirata e il più efficiente possibile. Il neuromarketing è una scienza in grado di dare una spiegazione scientifica alle decisioni dei consumatori, grazie all’utilizzo di strumenti innovativi rispetto alle tradizionali tecniche di marketing. Il vantaggio di questa branca delle neuroscienze è proprio quello di ottenere risultati scientifici, studiando i comportamenti inconsci alla base delle nostre scelte. Lo studio di una nuova campagna pubblicitaria, di uno spot televisivo, di un logo o di un packaging innovativo ottiene risultati più efficienti grazie all’utilizzo di strumenti come l’eye tracking, l’eletroencefalogramma o la risonanza magnetica funzionale. Valutare la possibilità di successo di una pubblicità o prendere consapevolezza delle associazioni di valori ed emozioni che si creano nella mente del consumatore, diventano elementi fondamentali per le aziende. In seguito, si affronta un piccolo approfondimento sull’influenza di immagini, colori, forme e scritte dei packaging nelle scelte dei prodotti da parte dei consumatori. Nella parte finale dell’elaborato invece vengono presentati i risultati di una ricerca empirica, che analizza le abitudini dei consumatori in tema di sostenibilità. In particolare, si confrontano le preferenze dei soggetti riguardo yogurt biologici e convenzionali in tre sessioni: in “cieco”, “aspettativa potenziale” e “informata”. I dati raccolti tramite diverse sessioni di focus group, sono stati poi confrontati con una ricerca scientifica effettuata da TSW con strumenti di neuromarketing quali l’eye tracking e l’elettroencefalogramma.
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Books on the topic "Neuromarketing"

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8364-0.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8789-1.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. Neuromarketing. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-8349-6723-7.

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Zurawicki, Leon. Neuromarketing. Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-540-77829-5.

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Domazet, Vasilije. Slučaj neuromarketing. Skripta internacional, 2021.

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Briesemeister, Benny B., and Werner Klaus Selmer, eds. Neuromarketing in Business. Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-35185-4.

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Thomas, Andrew R., Nicolae Alexandru Pop, Ana Maria Iorga, and Cristian Ducu, eds. Ethics and Neuromarketing. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-45609-6.

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Dutta, Tanusree, and Manas Kumar Mandal. Neuromarketing in India. Routledge, 2018. http://dx.doi.org/10.4324/9781351269360.

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Horská, Elena, and Jakub Berčík, eds. Neuromarketing in food retailing. Wageningen Academic Publishers, 2017. http://dx.doi.org/10.3920/978-90-8686-843-8.

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Briesemeister, Benny, and Werner Klaus Selmer, eds. Neuromarketing in der Praxis. Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-27686-7.

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Book chapters on the topic "Neuromarketing"

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Einführung in die Welt des Neuromarketing." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8364-0_1.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Neurobiologische und Neurophysiologische Grundlagen." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8364-0_2.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Untersuchungsmethoden der kognitiven Neurowissenschaften." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8364-0_3.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Erkenntnisse und Implikationen für das Marketing." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8364-0_4.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Empirische Untersuchung zur Markenwahrnehmung." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8364-0_5.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Zusammenfassung und Ausblick." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8364-0_6.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Einführung in die Welt des Neuromarketing." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8789-1_1.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Neurobiologische und Neurophysiologische Grundlagen." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8789-1_2.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Untersuchungsmethoden der kognitiven Neurowissenschaften." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8789-1_3.

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Raab, Gerhard, Oliver Gernsheimer, and Maik Schindler. "Erkenntnisse und Implikationen für das Marketing." In Neuromarketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8789-1_4.

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Conference papers on the topic "Neuromarketing"

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Kaklauskas, Arturas, Vytautas Bucinskas, and Arune Binkyte-Veliene. "The VINERS Neuromarketing System." In 2020 IEEE 10th International Conference on Intelligent Systems (IS). IEEE, 2020. http://dx.doi.org/10.1109/is48319.2020.9199948.

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Gang, Du-Jian, Wang Lin, Zheng Qi, and Liu-Li Yan. "Neuromarketing: Marketing through Science." In 2012 International Joint Conference on Service Sciences (IJCSS). IEEE, 2012. http://dx.doi.org/10.1109/ijcss.2012.65.

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Durďáková, Jana. "ETHICAL ASPECTS OF NEUROMARKETING." In DOKBAT 2016. Tomas Bata University in Zlín, Faculty of Management and Economics, 2016. http://dx.doi.org/10.7441/dokbat.2016.12.

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Poláček, Miroslav. "Neuropsychology in Neuromarketing Services." In International Scientific Days 2018. Wolters Kluwer ČR, Prague, 2018. http://dx.doi.org/10.15414/isd2018.s9.14.

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Hula, Róbert. "Strategy of Ethical Approach in Neuromarketing." In EDAMBA 2021 : 24th International Scientific Conference for Doctoral Students and Post-Doctoral Scholars. University of Economics in Bratislava, 2022. http://dx.doi.org/10.53465/edamba.2021.9788022549301.194-207.

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Traditional demand-based marketing research methods fail - because they depend on respondents' willingness to describe their feelings. Neuromarketing focuses on directly examining how respondents feel and what they think about a product or advertisement. This paper discusses the evolving and potential field of neuromarketing. Respondents, participants in the research are human beings and have the right to their privacy and protection of their own identity. The ambition of the contribution is to point out the possibilities of applying the strategy with regard to ethical principles in neuromarketing in the conditions of the Slovak republic.
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Abbazova, Gulnaz Ferkatyevna, and Anna Dmitrievna Kornilova. "THE CONCEPT OF NEUROMARKETING, PROBLEMS AND PROSPECTS OF DEVELOPMENT." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-631/634.

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The article discusses the concept of neuromarketing, its importance for the promotion and sale of products. The basic tools and principles when using this method are presented, as well as the prospects for its development. It touches upon the development of neuromarketing in Russia.
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RABIUL, MD, MOHAMMAD OSMAN, S. M, and S. M. "Neuromarketing Methodologies of Marketing Science." In Fourth International Conference On Advances in Economics, Management and Social Study - EMS 2015. Institute of Research Engineers and Doctors, 2015. http://dx.doi.org/10.15224/978-1-63248-071-2-38.

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Turhan, K. Nazan, Nilgun Gurkaynak, and Riza Sadikzade. "Neuromarketing Concepts in Food Studies." In 2023 Medical Technologies Congress (TIPTEKNO). IEEE, 2023. http://dx.doi.org/10.1109/tiptekno59875.2023.10359186.

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Silva, Bruno, Agostinho Pinto, and Cristina Costa-Lobo. "Contributions of Neuromarketing to Design." In Special Session on E-Business and Digital Transformation. SCITEPRESS - Science and Technology Publications, 2020. http://dx.doi.org/10.5220/0010000901390144.

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Šášky, Michael. "Nanotechnology: Neuromarketing and the Use of Nanotechnology and Its Potential." In EDAMBA 2022: 25th International Scientific Conference for Doctoral Students and Post-Doctoral Scholars. University of Economics in Bratislava, 2023. http://dx.doi.org/10.53465/edamba.2022.9788022550420.441-452.

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The purpose of the paper is to clarify the issues of nanotechnology, its origin, and its progress, as well as its use and importance in the future. The paper focuses on the potential use of nanotechnology in many directions, primarily in neuromarketing. Neuromarketing is an evolving field that studies the human brain, and consumer behavior and nanotechnology represent one of the possibilities for research and implementation of solutions in this field in the future. The combination of nanotechnologies and neuromarketing can create an area that offers new possibilities, scientific answers, and technological innovations that have not yet been identified. We created an online questionnaire to identify nanotechnology awareness in the Slovak Republic.
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Reports on the topic "Neuromarketing"

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Mull, Ian, and Seung-Eun Lee. Neuromarketing: A New Approach for Fashion Marketing? Iowa State University, Digital Repository, 2014. http://dx.doi.org/10.31274/itaa_proceedings-180814-946.

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Gutiérrez Cárdenas, G. Neuromarketing as an effective tool for education in sales and advertising. Revista Latina de Comunicación Social, 2019. http://dx.doi.org/10.4185/rlcs-2019-1377en.

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Gutiérrez Cárdenas, G. El neuromarketing como herramienta efectiva para la educación en las ventas y la publicidad. Revista Latina de Comunicación Social, 2019. http://dx.doi.org/10.4185/rlcs-2019-1377.

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Rodríguez Ramírez, Sebastián, Guillermo Noel Gutiérrez Cárdenas, and Natalie Celin Giraldo. Neuromarketing para la resiliencia en la salud mental de pacientes con trastornos de sueño post covid 19. Universidad Nacional Abierta y a Distancia, 2023. http://dx.doi.org/10.22490/ecacen.6929.

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La vida para el ser humano es una constante competencia. Los retos másgrandes han logrado los más ambiciosos objetivos. En la actualidad los seres humanos se desafían por un contexto de total incertidumbre, en el que la recesión económica y las afectaciones a la salud mental han tendido a crecer, sobre todo después de la contingencia que fue la pandemia Covid 19, que hizo trastabillar algunas de las bases sociales anteriormente establecidas. Se tuvo que dar paso a la flexibilidad, y una adaptación urgente a nuevos hábitos de vida, especialmente en el uso de las tecnologías de información (TI). En medio e este disruptivo panorama, la presente investigación apunta a utilizar dos vertientes de estudio innovadoras, para la mejora de la situación psicológica y económica; La primera, el neuromarketing, cómo herramienta para comunicar a la sociedad directamente en su cognición, y la segunda, los sueños, como reflejo médico de la salud mental.
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