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Artículos de revistas sobre el tema "Neuromarketing"

Autor: Grafiati

Publicado: 4 de junio de 2021

Última modificación: 25 de julio de 2025

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1

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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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 thi

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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 po

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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 techn

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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 (

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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

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Bojić, Ljubiša, Lana Tucaković, and Nemanja Nikolić. "Neuromarketing unmasked: A review of current state in the field." Ekonomika preduzeca 69, no. 7-8 (2021): 403–13. http://dx.doi.org/10.5937/ekopre2108403b.

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Neuromarketing showed up as a new interdisciplinary field that bridges neuroscience and marketing. A relatively young field that was born within the "neuroculture" matrix is covered with a veil of mystery and often misrepresented in the media as a powerful tool used by corporations to manipulate consumers' preferences, purchasing behavior, etc. In this paper, we have done an extensive literature review in order to put light on some dilemmas and take off the veil of mystery that surrounds neuromarketing. Firstly, (i) we discussed the definition and context in which neuromarketing emerged, (ii)

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De Santana, Isis Terezinha Santos, Jhonata Jankowitsch, Uanderson Pereira Da Silva, and Michele Aparecida Cerqueira Rodrigues. "UM ESTUDO SOBRE AS PERCEPÇÕES DOS PROFISSIONAIS DE PUBLICIDADE E PROPAGANDA SOBRE O NEUROMARKETING." COGNITIONIS Scientific Journal 6, no. 3 (2023): 827–54. http://dx.doi.org/10.38087/2595.8801.327.

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O objetivo deste artigo foi examinar como os profissionais de marketing, publicidade e propaganda avaliam o grau de compreensão e conhecimento em relação às técnicas e tecnologias de Neuromarketing. Este estudo qualitativo baseou-se na análise de conteúdo temático de 60 participantes, por meio da identificação de categorias distintas. Essas categorias abordaram a compreensão do Neuromarketing, a aplicação do Neuromarketing e as questões éticas no Neuromarketing. As principais descobertas indicam que a maioria dos profissionais de marketing e publicidade possui uma compreensão limitada do Neuro

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Santana, Isis Terezinha Santos de, Jhonata Jankowitsch, Uanderson Pereira da Silva, and Michele Aparecida Cerqueira Rodrigues. "UM ESTUDO SOBRE AS PERCEPÇÕES DOS PROFISSIONAIS DE PUBLICIDADE E PROPAGANDA SOBRE O NEUROMARKETING." COGNITIONIS Scientific Journal 7, no. 1 (2024): 134–68. http://dx.doi.org/10.38087/2595.8801.351.

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O objetivo deste artigo foi examinar como os profissionais de marketing, publicidade e propaganda avaliam o grau de compreensão e conhecimento em relação às técnicas e tecnologias de Neuromarketing. Este estudo qualitativo baseou-se na análise de conteúdo temático de 60 participantes, por meio da identificação de categorias distintas. Essas categorias abordaram a compreensão do Neuromarketing, a aplicação do Neuromarketing e as questões éticas no Neuromarketing. As principais descobertas indicam que a maioria dos profissionais de marketing e publicidade possui uma compreensão limitada do Neuro

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Zavalii, T. O., S. F. Lehenchuk, and T. P. Ostapchuk. "Neuromarketing as a new direction of consumer behavior research." Problems of Theory and Methodology of Accounting, Control and Analysis, no. 1(60) (April 30, 2025): 79–85. https://doi.org/10.26642/pbo-2025-1(60)-79-85.

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The impact of Industry 4.0 and its tools on the development of marketing have been analyzed. The features of neuromarketing as an element of the digital marketing paradigm have been grounded. The historical aspects of the emergence and formation of the concept of neuromarketing and its formulation into a separate direction of consumer behavior research have been analyzed. The procedure for implementing neuromarketing practices in modern conditions have been highlighted and analyzed. The purpose of implementing neuromarketing practices is substantiated and the structural elements of neuromarket

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Puprediwar, Pratik B., and Dr POORNIMA TAPAS. "Beyond traditional consumer research - current adoption and next steps for neuromarketing." Management 28, no. 2 (2024): 70–105. http://dx.doi.org/10.58691/man/193031.

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<b>Purpose</b>. Neuroscience used for conducting market research is called Neuromarketing. Though the effectiveness of Neuromarketing over traditional research has been proven, its adoption is very limited. The automotive sector is one of the biggest industries worldwide and due to lack of detailed research on the adoption of Neuromarketing in the Automotive space, authors have tried to bridge this gap. They have identified the current adoption of Neuromarketing and have suggested solutions to overcome barriers. This research will help Automotive brands, market research companies a

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Santos, Marcos Ferreira, Carlos Alberto Gonçalves, Plínio Rafael Reis Monteiro, and Cid Gonçalves Filho. "Refletindo sobre a Ética na Prática do Neuromarketing: A Neuroética." Revista Brasileira de Marketing 13, no. 3 (2014): 49–62. http://dx.doi.org/10.5585/remark.v13i3.2689.

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Este artigo procura responder ao seguinte problema de pesquisa: quais so as questes ticas relevantes relacionadas prtica do neuromarketing? Seus objetivos so explicar a evoluo do campo do neuromarketing a partir da neurocincia e da neuroeconomia; explicar as principais tcnicas de pesquisa utilizadas no neuromarketing; apresentar o campo da neurotica e aplicar a neurotica para realizar uma reflexo acerca das questes ticas relevantes prtica do neuromarketing. O neuromarketing surgiu a partir dos avanos da neuroeconomia. Utilizando-se das mesmas tcnicas de mapeamento de imagens cerebrais, o neuro

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Deisy, Carolina de los Ríos. ""Neuromarketing Strategies and Their Impact on Sales Conversion"." ISRG Journal of Economics, Business & Management (ISRGJEBM) II, no. VI (2024): 10–12. https://doi.org/10.5281/zenodo.14032499.

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<strong>Abstract</strong> <em>The present work explores the impact of neuromarketing on sales conversion. Through empirical research based on surveys and data analysis, it examines the responses of purchasing decision-makers in the working age group and their reactions to the application of various neuromarketing techniques. The results reveal that the evaluated neuromarketing techniques have an impact and influence the purchasing decision, highlighting the importance of incorporating neuromarketing techniques into marketing strategies. This study contributes to marketing knowledge by providin

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Gaganpreet Kaur Ahluwalia, Jairaj Janakraj Sasane, and Ganesh Pathak. "Neuromarketing in marketing 6.0: Exploring the intersection of consumer psychology and advanced technologies." Scientific Temper 15, no. 04 (2023): 3531–39. https://doi.org/10.58414/scientifictemper.2024.15.4.64.

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This research paper explores the intersection of neuromarketing and advanced technology within the framework of marketing 6.0, focusing on their impact on consumer psychology and the effectiveness of marketing strategies. The study employed a quantitative approach, utilizing a structured questionnaire distributed to 335 respondents who had engaged with marketing campaigns incorporating neuromarketing techniques. Through one-sample t-tests, the findings revealed that neuromarketing significantly enhances consumer engagement, brand perception, and emotional responses, supporting the hypothesis t

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Yudhi Prasetya Mada. "ROLE OF NEUROMARKETING IN UNDERSTANDING CONSUMER BEHAVIOR: A LITERATURE OVERVIEW." International Journal of Innovations in Engineering Research and Technology 11, no. 8 (2024): 48–56. http://dx.doi.org/10.26662/ijiert.v11i8.pp48-56.

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Neuromarketing has been widely used to measure consumer behavior through several stimulation, including logo colors of a brand. Neuromarketing is applied using electroencephalography (EEG) signal analysis to the human brain's respons. This article explores the emerging field of neuromarketing and its potential impact on consumer buying behaviour. Neuromarketing combines neuroscience, psychology, and marketing to better understand consumer decision-making processes. The article discusses the various techniques used in neuromarketing research, including functional magnetic resonance imaging (fMR

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Rano Nazarova and Tuychiev Komilzhon Lazizovich. "NEUROMARKETING − A TOOL FOR INFLUENCING CONSUMER BEHAVIOR." International Journal of Innovative Technologies in Economy, no. 5(25) (September 30, 2019): 11–14. http://dx.doi.org/10.31435/rsglobal_ijite/30092019/6664.

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   Modern marketers use the latest scientific achievements in their work. One of the new techniques in their practice is called neuromarketing. It involves scanning consumers' brains while viewing ads and consuming products. The article highlights the concept of neuromarketing, its scope, methods and directions of neuromarketing in the modern world, as well as some examples of the use of neuromarketing.  

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Garima Kachhara. "A Study on the Awareness towards Neuromarketing among Marketing Professionals." Journal of Information Systems Engineering and Management 10, no. 42s (2025): 860–68. https://doi.org/10.52783/jisem.v10i42s.8204.

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This research paper aims to explore the level of awareness and perceptions of Indian marketing professionals regarding neuromarketing. The study utilizes a quantitative research approach with a convenience sampling technique, collecting data from 50 marketing professionals in India through a well-structured questionnaire. The questionnaire consists of two parts: Part A focuses on demographic aspects, while Part B investigates respondents' knowledge and opinions about neuromarketing. The findings provide insights into the demographics, awareness, and perceptions of Indian marketing professional

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Mansor, Aida Azlina, and Salmi Mohd Isa. "Fundamentals of neuromarketing: What is it all about?" Neuroscience Research Notes 3, no. 4 (2020): 22–28. http://dx.doi.org/10.31117/neuroscirn.v3i4.58.

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Neuromarketing has become a central marketing issue in the new global economy. The term neuromarketing is a combination of neuroscience and marketing. This new concept provides new insights and powerful techniques in marketing research, especially on consumer analysis. The central concept of neuromarketing is strongly related to brain activities, understanding the consumers' subconscious mind, explaining consumers' preferences, motivations, and expectations, and predicting consumers' behavior. Neuromarketing is not to replace traditional marketing methods, but rather to provide unique and comp

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Rahaman, Shafeeq Ur, Saurabh Kumar, and Praneeth Reddy Amudala Puchakayala. "Neuromarketing Unlocked: Harnessing Brain Science to Decode Consumer Insights." International Journal of Computing and Engineering 2, no. 1 (2021): 26–37. http://dx.doi.org/10.47941/ijce.2275.

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Purpose: This study aims to highlight the potential applications of neuromarketing tools and technologies including fMRI, EEG, eye-tracking and GSR to explore their effectiveness in enhancing consumer engagement. The study also calls for the establishment of ethical guidelines, data privacy protections and transparency in neuromarketing. Methodology: In this paper, a systematic literature review and analysis of empirical studies utilizing neuromarketing tools was employed. Relevant case studies were selected to illustrate the application and effectiveness of neuromarketing tools. Ethical conce

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Bočková, Kateřina, Jana Škrabánková, and Michal Hanák. "Theory and Practice of Neuromarketing: Analyzing Human Behavior in Relation to Markets." Emerging Science Journal 5, no. 1 (2021): 44–56. http://dx.doi.org/10.28991/esj-2021-01256.

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The presented paper deals with a comprehensive interpretation of the term neuromarketing, as a discipline that applies neuroscientific methods to analyze and to understand human behavior in relation to markets and market exchanges. Due to the topic, this paper presents mainly secondary data, next the questionnaire is used. We state that neuromarketing is a discipline that applies neuroscientific methods to analyze and to understand human behavior in relation to the markets and market exchanges. Each of the neuromarketing techniques measures different data and suits different purposes, with a c

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N., Subha, Vikkraman P., and Dhayananth A. "Neuromarketing - The New Science of Consumer Behavior." Sustainable Engineering Science and Research Journal 01, no. 02 (2022): 16–19. https://doi.org/10.5281/zenodo.7316928.

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Neuromarketing has come to be a central advertising trouble in the new world economy. The time period neuromarketing is an aggregate of neuroscience and marketing. This new thought gives new insights and effective methods in advertising research, particularly on client analysis. The central thought of neuromarketing is strongly associated to intelligence activities, grasp the customers ‘subconscious mind, explaining buyers ‘preferences, motivations, and expectations, and predicting shoppers behavior. Neuromarketing is no longer to change typical advertising methods, however alterna

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Safaa, EL OUADIFI, and ESSAKALLI Myriem. "Conceptual model of the factors impacting the adoption of Neuromarketing Technologies." International Journal of Accounting, Finance, Auditing, Management and Economics 3, no. 4-2 (2022): 1–23. https://doi.org/10.5281/zenodo.6915968.

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The traditional methods are fading away with scientific methods of taking a plunge into the field of market research. Neuromarketing is the recent technique in market research that is attracting a lot of interest. Despite this boom, large enterprises seem to resist implementing them in their marketing activities, thus limiting the development of the discipline. This research reflects on the main factors that impact the adoption of neuromarketing within large-scale enterprises from a bibliographical perspective. The importance of acceptance of neuromarketing lies upon the fact that business pro

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Alvino, Letizia, Efthymios Constantinides, and Massimo Franco. "Towards a Better Understanding of Consumer Behavior: Marginal Utility as a Parameter in Neuromarketing Research." International Journal of Marketing Studies 10, no. 1 (2018): 90. http://dx.doi.org/10.5539/ijms.v10n1p90.

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Understanding consumers’ decision-making process is one of the most important goal in Marketing. However, the traditional tools (e,g, surveys, personal interviews and observations) used in Marketing research are often inadequate to analyse and study consumer behaviour. Since people’s decisions are influenced by several unconscious mental processes, the consumers very often do not want to, or do not know how to, explain their choices. For this reason, Neuromarketing research has grown in popularity. Neuromarketing uses both psychological and Neuroscience techniques in order to analyse the neuro

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Yanchuk, Tetiana, and Olga Fedchenko. "USE OF NEUROMARKETING TOOLS DURING THE PANDEMIC." Three Seas Economic Journal 3, no. 2 (2022): 120–26. http://dx.doi.org/10.30525/2661-5150/2022-2-16.

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This work determines the current state of research and its results in the field of neuromarketing and artificial intelligence, the attitude and awareness of society to the concepts, results, advantages and disadvantages. It also proposes to form a system of principles for the security of society and opportunities to anticipate and prevent various catastrophic situations. The subject of research is the theoretical, methodological, and practical features of the use of neuromarketing tools during a pandemic. Methodology. Methods such as observation (to collect primary data), questionnaires (to de

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Kukharska, Nataliia. "NEUROMARKETING: ESSENCE, PRINCIPLES, METHODS, PROBLEMS AND PROSPECTS." Economic scope, no. 196 (January 17, 2025): 35–39. https://doi.org/10.30838/ep.196.35-39.

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Neuromarketing is a relatively new innovative trend in the modern world, the essence of which is that it goes beyond the boundaries of classical marketing and studies more in depth the internal mechanisms of consumer decision-making regarding their purchases. The purpose of the article is to study the main principles of neuromarketing research, analyse the impact of certain neuromarketing tools on consumer behaviour and the possibilities of solving the use of neuromarketing problems. The examples of successful application of neuromarketing in the modern world are given, which clearly proves th

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Sung, Billy, Nicholas J. Wilson, Jin Ho Yun, and Eun Ju LEE. "What can neuroscience offer marketing research?" Asia Pacific Journal of Marketing and Logistics 32, no. 5 (2019): 1089–111. http://dx.doi.org/10.1108/apjml-04-2019-0227.

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Purpose Neuroimaging technologies such as electroencephalogram and magnetic resonance imaging allow us to analyze consumers’ brains in real time as they experience emotions. These technologies collect and integrate data on consumers’ brains for big data analytics. The purpose of this paper is to identify new opportunities and challenges for neuromarketing as an applied neuroscience. Design/methodology/approach The authors discuss conceptual and methodological contributions of neuromarketing based on studies that have employed neural approaches in market-related investigations, explaining the v

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KARABACAK, Kübra. "NEUROMARKETING APPROACH IN TOURISM SECTOR." RIMAK International Journal of Humanities and Social Sciences 06, no. 01 (2024): 375–94. http://dx.doi.org/10.47832/2717-8293.27.21.

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Neuromarketing is the field of science in which the methods of neuroscience discipline are used in marketing studies. Factors such as the inadequacy of traditional marketing methods, the development of technology and the awareness of consumers have necessitated marketers to develop new ideas. Advertising studies and marketing strategies are developed by revealing the factors that are effective in the subconscious of consumers with neuroimaging methods and analyzing the results. Neuromarketing examines the interaction of neurons in order to explain the purchasing behavior of consumers. This fie

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Moya, Ingrit, Jesús García-Madariaga, and María-Francisca Blasco. "What Can Neuromarketing Tell Us about Food Packaging?" Foods 9, no. 12 (2020): 1856. http://dx.doi.org/10.3390/foods9121856.

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Packaging is a powerful tool for brands, which can not only catch consumers’ attention but also influence their purchase decisions. The application of neuromarketing techniques to the study of food packaging has recently gained considerable popularity both in academia and practice, but there are still some concerns about the methods and metrics commercially offered and the interpretation of their findings. This represents the motivation of this investigation, whose objective is twofold: (1) to analyze the methodologies and measurements commonly used in neuromarketing commercial research on pac

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AKIN, Selami Mahmut, and Nihal SÜTÜTEMİZ. "NÖROPAZARLAMA ve UYGULAYICILARIN PERSPEKTİFİYLE ETİK YÖNÜ." Business & Management Studies: An International Journal 2, no. 1 (2014): 67. http://dx.doi.org/10.15295/bmij.v2i1.48.

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Neuromarketing which emerged in recent years assumes that brain contains information that hidden personal preferences and has a relationship between brain activity and verbal preferences. Based on that relationship, neuromarketing utilize the various techniques used in medicine to figure out consumers and create consumer marketing strategies. The techniques utilized in neuromarketing causes moral concerns about gain commercial purposes of the data obtained from consumers. In this context, the purpose of this study is examine neuromarketing and discuss it’s ethical aspects through practitioner’

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Voziyanova, N. Yu, and N. V. Kameneva. "Neuromarketing in Digital Epoch: Situation and Propsects of Development." Vestnik of the Plekhanov Russian University of Economics, no. 3 (May 15, 2025): 231–43. https://doi.org/10.21686/2413-2829-2025-3-231-243.

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The article provides analysis of neuromarketing concept in the context of digital transformation of today’s society and presents key methods of neuromarketing research. Critical analysis of literature sources was carried out, in particular, evolution of this notion since the moment of its arising in 2002 was studied. The author defined neuromarketing as activity aimed at direct impact on neuro-physiological cognitive processes connected with customer decision-making. Issues of interaction of conscientious, sub-conscientious and non-conscientious processes were studied, which underlie decisions

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Vidal-Raméntol, Salvador. "Neuromarketing and Sustainability." Advances in Social Sciences Research Journal 7, no. 12 (2020): 181–91. http://dx.doi.org/10.14738/assrj.712.9360.

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Recent studies show that Catalonia has stagnated in municipal selective waste collection. According to the data of the waste agency of Catalonia (ARC), municipal selective waste collection was 38.19% in 2014, 38.98% in 2015 and 38.61% in 2016. In light of the data, the following question arises: is it possible to increase Catalonia’s municipal selective waste collection? According to ARC, there are counties, such as Osona or Pallars Sobirà, which have a rate of 59.92% and 54.93% selective waste collection, respectively. With this data in mind, we proposed that our Primary Education students ca

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Tunieva, E. K., and V. V. Nasonova. "Introduction to neuromarketing." Meat Industry Journal, no. 9 (2022): 29–31. http://dx.doi.org/10.37861/2618-8252-2022-09-29-31.

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Martínez, Daniel. "Neuromarketing político-ideológico:." Perspectivas Revista de Ciencias Sociales, no. 11 (July 8, 2021): 331–63. http://dx.doi.org/10.35305/prcs.vi11.439.

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El trabajo analiza el rol del neuromarketing aplicado dentro de la dimensión político-ideológico [NPI], como herramienta comunicacional para construir discursos hegemónicos: su influencia en la sociedad y su esfuerzo por invisibilizar elementos subordinantes; lo que le asigna un rol como arma para Operaciones Psicológicas [PsyOps], y una ventaja para las guerras híbridas informativas, dentro de las que se disputa el poder, local e internacionalmente. Para esto, se realiza una revisión bibliográfica para plantear las principales variables para el análisis del NPI, en la construcción y justifica

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Zambrano, David. "NEUROMARKETING E INNOVACIÓN." SAPERES UNIVERSITAS 3, no. 3 (2020): 172–89. http://dx.doi.org/10.53485/rsu.v3i3.154.

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En el presente estudio a través de una investigación documental, se describe el neuromarketing y su relación con la innovación, de cara a la evolución de los diferentes medios que se han puesto en práctica para obtener de forma cada vez más precisa una aproximación a la forma en que los consumidores perciben la realidad frente a determinados productos o servicios, de acuerdo a los estímulos que éstos puedan hacer llegar a través de los sentidos generando una determinada respuesta en cuanto a la decisión de compra frente a un producto o servicio respecto de otros. De allí que, haya sido necesar

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Hain, Cornelia, Peter Kenning, and Marco Lehmann-Waffenschmidt. "Neuroökonomie und Neuromarketing." WiSt - Wirtschaftswissenschaftliches Studium 36, no. 10 (2007): 501–8. http://dx.doi.org/10.15358/0340-1650-2007-10-501.

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The Lancet Neurology. "Neuromarketing: beyond branding." Lancet Neurology 3, no. 2 (2004): 71. http://dx.doi.org/10.1016/s1474-4422(03)00643-4.

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Sebastian, Vlăsceanu. "Neuromarketing and Neuroethics." Procedia - Social and Behavioral Sciences 127 (April 2014): 763–68. http://dx.doi.org/10.1016/j.sbspro.2014.03.351.

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Murphy, Emily R., Judy Illes, and Peter B. Reiner. "Neuroethics of neuromarketing." Journal of Consumer Behaviour 7, no. 4-5 (2008): 293–302. http://dx.doi.org/10.1002/cb.252.

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Brandt, Peter. "Entscheidungsfreiheit versus Neuromarketing." Journal für Verbraucherschutz und Lebensmittelsicherheit 6, no. 1 (2010): 1–3. http://dx.doi.org/10.1007/s00003-010-0642-7.

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REMETE, Drd Ancuța, Prof dr ing ,ec Laura BACALI, and Prof dr ing ,dr ec Mircea BOȘCOIANU. "THE NEUROMARKETING PARADIGM." Review of Management and Economic Engineering 19, no. 3 (2020): 369. https://doi.org/10.71235/rmee.148.

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This article aims to provide an overview of the neuromarketing field. The evolution of the marketing field is highlighted by this new field, taking into account the unconscious component of the consumer which is closely related to the emotional part of individuals, representing the binder in the purchasing decision-making process. Ecological theory of human behaviour could partially explain consumer behaviour and the motivation to buy as many goods or products as possible. Therefore, the neuromarketing paradigm is briefly explained by theories in marketing, psychology and cognitive neuroscienc

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