Bibliografías temáticas / Neuromarketing

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Literatura académica sobre el tema "Neuromarketing"

Autor: Grafiati
Publicado: 4 de junio de 2021
Última modificación: 25 de julio de 2025

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Artículos de revistas sobre el tema "Neuromarketing"

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Aliyev, Vali. "A literature review on neuromarketing techniques and applications." Studia Universitatis Moldaviae. Științe Economice și ale Comunicării, no. 11(5) (June 2025): 46–51. https://doi.org/10.59295/sum11(5)2025_06.

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Neuromarketing is an interdisciplinary domain that merges neuroscience, psychology, and marketing to study consumer behavior on a subconscious level. Unlike conventional marketing research, which relies on self-reported feedback, neuromarketing employs cutting-edge neuroscientific techniques such as EEG, fMRI, eye-tracking, and biometric analysis to assess brain activity and emotional responses in real time. These insights help evaluate the effectiveness of advertisements, branding strategies, and product designs. Studies suggest that neuromarketing improves consumer insight accuracy, particul
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Goyal, Mredu, Mazharunnisa Md, Sunil Kumar, Kala I, Gamachu Fufa, and Archana Devi S. "Mapping the Landscape of Neuromarketing: A Bibliometric Analysis." Informing Science: The International Journal of an Emerging Transdiscipline 28 (2025): 015. https://doi.org/10.28945/5419.

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Aim/Purpose: Neuromarketing transforms marketing by offering deeper insights into consumer behavior and emotions, enabling more effective but challenging marketing practices. Businesses must leverage these insights, adapt strategies, and explore innovative approaches to drive growth. Despite its rapid development, research in this field remains limited and calls for deeper exploration. Background: Neuromarketing’s growing relevance in marketing makes exploring its theoretical foundations and application important. Understanding neuromarketing’s intellectual structure is essential to guide busi
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Silva, Maria Procel, Ximena Granizo Espinoza, Sofia Godoy Ponce, and Sandra Jácome Tamayo. "The Impact of Neuromarketing From an Environmental Perspective: Strengths and Opportunities to Promote a Sustainable Society in the Modern Era." Journal of Lifestyle and SDGs Review 5, no. 2 (2025): e05021. https://doi.org/10.47172/2965-730x.sdgsreview.v5.n02.pe05021.

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Objective: Explore the role of neuromarketing in promoting sustainability by analyzing how consumers' emotional responses influence their purchase decisions for sustainable products, with a focus on understanding emotional motivations through theoretical frameworks. Method: Conducted a comprehensive literature review of recent academic studies examining neuromarketing in sustainability contexts, analyzing theoretical frameworks like Theory of Planned Behavior (TPB) and "Eco Emotion Set" (E2S) concept. Results and Discussion: Analysis revealed that positive emotions (joy, pride, optimism) signi
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Ching – Ruíz, Yermaline E., Krussheska Del Carmen Ching – Ruíz, and Eric Espinosa Fernández. "Neuromarketing." Synergía 3, no. 2 (2024): 306–22. http://dx.doi.org/10.48204/synergia.v4n2.6214.

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Este artículo explora el campo del neuromarketing, un enfoque interdisciplinario que combina neurociencia y marketing para comprender cómo los estímulos afectan el cerebro y, en última instancia, las decisiones de compra de los consumidores. El objetivo principal es analizar la influencia del neuromarketing en la toma de decisiones del consumidor mediante una revisión documental exhaustiva. El método utilizado fue una revisión sistemática y descriptiva de la literatura, en la cual se revisaron y analizaron los 75 documentos más relevantes encontrados en el proceso de búsqueda, entre los cuales
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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 técnica
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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
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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 negó
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Kolarić, Sandra. "PRIMENA NEUROMARKETINGA U DIZAJNIRANJU MALOPRODAJNOG PROSTORA I SENZORNOG ISKUSTVA KORISNIKA." Zbornik radova Fakulteta tehničkih nauka u Novom Sadu 40, no. 01 (2024): 1958–61. https://doi.org/10.24867/29gi19kolaric.

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Rad se bavi principima neuromarketinga uz detaljan prikaz savremenih tehnika. Centralni deo rada je posvećen faktorima koji utiču na kupovinu u prodavnici, odnosno opisano je svih pet čula i njihov uticaj na donošenje odluka kod potrošača. Istraživački deo rada ima za cilj da, putem metode izbora pod pritiskom, ispita hipoteze i zaključke do kojih se dolazilo u dosadašnjim neuromarketing istraživanjima.
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Glushchenko, V., and I. Glushchenko. "Development of methodology and direction of practice administrative neuromarketing." Bulletin of Science and Practice 4, no. 3 (2018): 182–92. https://doi.org/10.5281/zenodo.1198708.

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Development of methodology and practical aspects of application of administrative neuromarketing acts as a subject of work, subject of article is administrative neuromarketing in the organization, in article the concept and content of administrative neuromarketing, philosophy, culture, functions, tasks and the principles of administrative neuromarketing are investigated, the technique of the logical analysis of a possibility of application of methods of administrative neuromarketing for increase in efficiency management of the organization develops, as the purpose of work increase in system ef
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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 emphas
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Tesis sobre el tema "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 nue
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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 us
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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
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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 unconsciou
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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
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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 stu
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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 condu
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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,
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Libros sobre el tema "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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Capítulos de libros sobre el tema "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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Actas de conferencias sobre el tema "Neuromarketing"

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Sadikzade, Riza, and K. Nazan Turhan. "A Review of Neuromarketing Applications in Gastronomy." In 2024 Medical Technologies Congress (TIPTEKNO). IEEE, 2024. http://dx.doi.org/10.1109/tiptekno63488.2024.10755261.

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Hussain, Amjid, Sanay Muhammad, Umar Saeed, et al. "Neurocognitive Approach for Assessing Visual Engagement in Neuromarketing." In 2024 Horizons of Information Technology and Engineering (HITE). IEEE, 2024. https://doi.org/10.1109/hite63532.2024.10777255.

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Chan, Jasmine Y., Terrence M. Barnhardt, Behnaz Ghoraani, and Teresa Wilcox. "Tensor Decomposition for fNIRS-Based Purchase Intention Decoding in Neuromarketing." In 2024 IEEE Workshop on Signal Processing Systems (SiPS). IEEE, 2024. https://doi.org/10.1109/sips62058.2024.00015.

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Kalaganis, Fotis P., Kostas Georgiadis, Georgios Nousias, et al. "Enhancing EEG-Based Neuromarketing with Attention mechanism and Riemannian Features." In 2025 25th International Conference on Digital Signal Processing (DSP). IEEE, 2025. https://doi.org/10.1109/dsp65409.2025.11075055.

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Todorova, Ana, and Irina Kostadinova. "Integration of Emotionally Intelligent Artificial Intelligence into Neuromarketing: Attitudes, Opportunities, Challenges." In 17th International Conference on Agents and Artificial Intelligence. SCITEPRESS - Science and Technology Publications, 2025. https://doi.org/10.5220/0013145200003890.

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Andonov, Stanimir, Stiliyan Georgiev, Georgi Tsenov, and Valeri Mladenov. "Wearable Device for Pulse, Oximetry and Galvanic Skin Response Recordings for Neuromarketing." In 2024 13th International Conference on Modern Circuits and Systems Technologies (MOCAST). IEEE, 2024. http://dx.doi.org/10.1109/mocast61810.2024.10615512.

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Pratama, Bima Gerry, Adhi Dharma Wibawa, Diah Puspito Wulandari, and Stralen Pratasik. "Neuromarketing Study of Purchase Decisions Using Advertising Videos Based on EEG Signal Analysis." In 2024 IEEE International Conference on Industry 4.0, Artificial Intelligence, and Communications Technology (IAICT). IEEE, 2024. http://dx.doi.org/10.1109/iaict62357.2024.10617623.

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GOGA, Elena, Mihai Cristian ORZAN, Camelia GOGA, Claudia Cristina (BIZON) STAN, and Danut TRIFU. "The Application and Efficiency of Neuromarketing Tools in Marketing Research: A Comprehensive Review and Future Research Agenda." In The International Conference on Economics and Social Sciences. Editura ASE, 2024. http://dx.doi.org/10.24818/icess/2024/090.

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Neuromarketing, with its automated and implicit processes, has a profound impact on understanding customer decision making and unveils concealed insights into consumer behaviour. There is an increasing interest among researchers in exploring how consumers' brain responses influence their decision-making processes. A primary goal in today's market is understanding what motivates consumers to choose one product over another. Although neuromarketing positions itself as a key research field to achieve this goal, it remains a relatively young and rapidly evolving discipline. Therefore, it is useful
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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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Informes sobre el tema "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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Resumen
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).
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