Bibliographies thématiques / NeuroMarketing technologies

Littérature scientifique sur le sujet « NeuroMarketing technologies »

Auteur : Grafiati
Publié le 10 mars 2023

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Articles de revues sur le sujet "NeuroMarketing technologies"

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Syvolovska, Olena, Tetiana Neskuba, Olena Aleksandrova et 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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Sung, Billy, Nicholas J. Wilson, Jin Ho Yun et Eun Ju LEE. « What can neuroscience offer marketing research ? » Asia Pacific Journal of Marketing and Logistics 32, no 5 (29 août 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 various tools and designs of neuromarketing research. The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing. Findings The authors summarize the contributions of neuromarketing and discuss synergistic findings that neuromarketing has the potential to yield. Research limitations/implications The authors ask: do consumers’ self-reported choices and their neural representations tell different stories?; what are the effects of subtle and peripheral marketing stimuli?; and can neuromarketing help to reveal the underlying causal mechanisms for perceptual and learning processes, such as motivation and emotions? Practical implications The authors identify marketing-related questions to which neuroscientific approaches can make meaningful contributions, evaluating several challenges that lie ahead for neuromarketing. Originality/value To the best of the authors’ knowledge, no current review has identified avenues for future research in neuromarketing and the emerging challenges that researchers may face. The current paper aims to update readers on what neuroscience and other psychophysiological measures have achieved, as well as what these tools have to offer in the field of marketing. The authors also aim to foster greater application of neuroscientific methods, beyond the more biased/post-test methods such as self-report studies, which currently exist in consumer research.
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Iloka, Benneth Chiemelie, et Grace Ifeoma Anukwe. « Review of eye-tracking : A neuromarketing technique ». Neuroscience Research Notes 3, no 4 (31 décembre 2020) : 29–34. http://dx.doi.org/10.31117/neuroscirn.v3i4.61.

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Following technological advancements, the marketing world has witnessed a tremendous introduction of technologies that aid decision making. The essence is that through the adoption of such technologies, the marketers will make more informed decisions. Neuromarketing is a new marketing field that has witnessed increased penetration of technologies. As a field, it is centred on understanding the human brain's functionality when exposed to marketing activities. This article reviews eye-tracking as a neuromarketing tool. The review represents ideas from different scholars concerning the topic, concisely condensed to form the views held in this article. Findings from the review show that eye-tracking is one of the most commonly adopted neuromarketing tools because it is easier to access and implement with other tools. On the same note, some limitations come with this tool. The review concluded by stating that the best results with eye-tracking are obtained when combined with other tools to overcome these limitations and produce more informed data for better decisions and customer service.
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SHULHA, Olha. « NEUROMARKETING IN THE SYSTEM OF ENTERPRISE MARKETING INNOVATION ». HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no 6 Part 2 (décembre 2021) : 256–60. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-42.

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The technologies of neuromarketing research and the results of practical use of psychology to study consumer behavior are considered. The directions and problems of neuromarketing use are determined. The expediency of using the results of consumer behavior research with the help of neuromarketing tools is substantiated. The subject of neuromarketing is the study of unconscious sensorimotor, cognitive and emotional reactions of a person to certain external stimuli (combinations of colors, sounds, smells, etc.). For their registration special equipment is used – electroencephalographs, magnetic resonance imaging, pupil monitoring systems, etc. Marketers focus on such spontaneous reactions of the body as heart rate, respiration, pupil movement, sweating. The main methods of neuromarketing research are instrumental and socio-psychological. Instrumental methods such as electroencephalography, magnetoencephalography and others are used to measure changes in the nervous and metabolic activity of consumers brains. The most common socio-psychological methods are the concept of ZMET, as well as the concept of kansei-engineering. Proper use of tools to influence consumers through visual, audio and aroma channels allows companies to increase sales, create and maintain customer loyalty.
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Sadchenko, Olena V. « Convergence of Neuromarketing Technologies in Modern Conditions of Economic Development ». Mechanism of an Economic Regulation 2021, no 3 (2021) : 97–107. http://dx.doi.org/10.21272/mer.2021.93.09.

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During periods of socio-economic, innovative-ecological and political transformations, the social system may not perform its functions, which will lead to a disruption of the sustainable of public life. The economy of transformation is a part of the societal system that contributes to the change of the client himself and his needs and demands. These processes are manifested in ignoring generally recognized economic and environmental values, political, ideological, cultural and moral. The development of technologies in the past was usually determined over long periods by some one discovery or progress in one area, today with the development of digitalization, the universal introduction of information technologies in various spheres of life: services, production and economic activities, education, culture, etc. etc., there is a convergence of economics, management and marketing in a short time frame. This phenomenon is caused by the rapid development of information and communication technologies, microelectronics, microbiology, simulations, nanomanipulations, “strong” artificial intelligence in most countries of the world. We believe that the convergence of information technology, biotechnology, nanotechnology and cognitive science is especially significant. And in such modern convergent conditions, neuromarketing technologies are rapidly developing at a new level. The development and application of neuromarketing technologies deserve study so that there is no further ethical "shock" and coercion to buy at an unconscious level. Such technologies were used earlier in various fields of economic activity, in psychology and in solving other issues. Neuromarketing technologies are changing ideas about the environment: nature, man, mind. It is difficult to describe the results of such transformation processes, where all aspects of human life are subject to change.
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Brenninkmeijer, Jonna, Tanja Schneider et Steve Woolgar. « Witness and Silence in Neuromarketing : Managing the Gap between Science and Its Application ». Science, Technology, & ; Human Values 45, no 1 (14 février 2019) : 62–86. http://dx.doi.org/10.1177/0162243919829222.

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Over the past decades commercial and academic market(ing) researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ (brain) responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies (STS). Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application.
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Plakhin, Andrey, Igor Semenets, Ekaterina Ogorodnikova et Maria Khudanina. « New directions in the development of neuromarketing and behavioral economics ». MATEC Web of Conferences 184 (2018) : 04023. http://dx.doi.org/10.1051/matecconf/201818404023.

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The article substantiates the relevance of neuromarketing studies based on an understanding of the basic functional mechanisms of the consumer's nervous system. Such studies include high-precision hardware testing of unconscious human responses to audio-visual or any other stimulus. Neuromarketing is considered as a symbiosis of separate disciplines: psychology and psychophysiology, traditional marketing and economics, neurobiology, econometrics, etc. In the work comparison with traditional marketing researches on such parameters as: objectivity of an estimation of results received during researches is made; also effectiveness of application in practices was investigated; sample for the study is selected; cost of research and interpretation of results are determined. The foreign experience of using neuromarketing technologies and behavioural economics on the example of such organizations as Singapore Airlines, Nike, Starbucks, automotive companies, universities, etc. was studied. Comparison with the Russian level of development of innovative marketing is made. Recommendations are given on the introduction of neuromarketing in the Russian automotive industry using the example of AvtoVAZ. The efficiency and value of carrying out neuromarketing research in the enterprise and the possible economic effect are calculated. The main tasks of modern higher education are marked and innovations in the learning process are proposed.
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Yanchuk, Tetiana, et Olga Fedchenko. « USE OF NEUROMARKETING TOOLS DURING THE PANDEMIC ». Three Seas Economic Journal 3, no 2 (29 avril 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 determine the impact of various neuromarketing tools during a pandemic), analysis and synthesis (to substantiate practical recommendations), and graphics (for visual display) were used to solve the tasks set in the paper. Results. The article describes the basic concepts that formed the basis of neuromarketing research. In the paper the main stages of neuromarketing time-tracking are highlighted and described. The article is about the issues related to the special neuromarketing tools that marketers use to obtain relevant results in the course of research. Also, the main reasons for the use of specialized tools were revealed and the indicators, which the researchers will analyze in the formation of conclusions and recommendations for the customers, were determined. An example of the practical application of neuromarketing for the business is proposed. It is established that a well-developed brand, which is effectively used in the activities of a enterprise, can become its special intangible asset. Moreover, it can be the basis for expanding a loyal target audience and a tool to help the company survive the crisis. People want to experience emotions together with the company, to feel unity with its idea. Practical implications. Neuromarketing technologies in the pandemic are gaining popularity and are increasingly being used as a powerful tool to influence the behavior of the target audience. The result neuromarketing reflects the highest stage of development of research and development, the right choice, which makes invisible and gives a sense of interrelation of all parts of the investigated system. Value/originality. It has been proved that neuromarketing is an effective tool for carrying out activities during the pandemic. Practical aspects of the introduction of neuromarketing techniques into the work of enterprises during the pandemic have been proposed.
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Krasnova, M. V., et K. A. Nefedova. « The relevance of using neuromarketing tools in testing commercials of regional companies ». Regional Economics : Theory and Practice 18, no 6 (16 juin 2020) : 1197–212. http://dx.doi.org/10.24891/re.18.6.1197.

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Subject. This article discusses the marketing communication tools based on the application of neuromarketing technology that help brands create products that meet the needs of customers as much as possible. Objectives. The article aims to define consumers' perception of dynamic advertising information content in the food category. Methods. For the study, we used a comparative analysis, synthesis, dialectical methods, as well as a systems approach to data assessment, and marketing questionnaires. Results. The article describes the basic methods and technologies used in neuromarketing, which help evaluate such unconscious reactions as a level of attention and emotional investment, activation of memory. The article also presents the results of an empirical study of respondents' perception of nowaday commercials. Conclusions. The use of traditional marketing methods does not always yield the expected results. The use of neuromarketing tools has certain prospects in measuring the conscious and unconscious response of consumers during the product development and promotion phases.
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Jorge, Camila, Débora de Jesus Rezende Barcelos et Maria Cecília Máximo Teodoro. « DO PANÓPTICO AO NEUROMARKETING ». Revista Direitos Culturais 16, no 40 (23 décembre 2021) : 25–44. http://dx.doi.org/10.20912/rdc.v16i40.414.

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Ainda no século XVIII Jeremy Bentham idealizou a figura do panóptico como um mecanismo de alto controle e persuasão sobre os indivíduos. Geralmente aplicado em prisões, manicômios, escolas e, até mesmo nas fábricas, o panóptico consistia na construção de um local em forma de circunferência com uma torre de vigilância no centro para que os sujeitos enquanto objeto de controle e inspeção permanecessem constantemente sob as vistas do inspetor. Porém, na pós-modernidade, marcada por uma intensa revolução tecnológica e pela crise dos confinamentos, torna-se possível uma vigilância ainda mais profunda, capaz de ultrapassar os estritos limites espaciais de monitoramento e adentrar na própria psiquê e no cotidiano dos indivíduos, permitindo o seu controle em tempo integral. O modelo de panóptico Benthamiano é então aperfeiçoado e essa nova vigilância passa a ser exercida pelo panóptico digital, com a internet e o smartphone substituindo os espaços de confinamento sob a aparência de uma liberdade e uma comunicação ilimitadas. Nesse contexto, com a evolução do capitalismo diversas empresas têm migrado para plataformas e instituído negócios altamente lucrativos a partir do simples desenvolvimento de aplicativos. Uma dessas empresas é a Uber Technologies Inc. No discurso da Uber, os trabalhadores envolvidos já não são chamados de empregados, mas de “parceiros” que apenas se utilizam do aplicativo da empresa para intermediar seus serviços. Mas será que esse discurso procede? O presente ensaio tem enquanto problema averiguar se a empresa Uber não se utiliza do mecanismo do panóptico digital como forma de exercer controle, influência e vigilância sobre seus trabalhadores, porém, de uma forma mais discreta, mascarando o poder diretivo a medida em que transfere a vigilância física para a vigilância algorítmica. Em outras palavras, busca-se analisar se o elemento fático jurídico da subordinação na relação de emprego não estaria presente no modelo de organização da Uber a partir de uma vigilância panóptica. Para além, partindo da hipótese pela existência de um controle digital e, portanto, pela existência de vínculo, objetiva-se, em um segundo plano, averiguar se, e como, a empresa Uber consegue manipular esses trabalhadores e convencê-los a submeter-se e a manter-se em uma relação de trabalho completamente precarizante, partindo de uma análise do neuromarketing como instrumento de manipulação e captura da subjetividade. Acredita-se, que estas questões precisam ser analisadas e discutidas com cautela, sendo dotadas da maior relevância social e jurídica, a fim de que se evite a exploração sob a aparência de liberdade.
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Thèses sur le sujet "NeuroMarketing technologies"

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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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Smržová, Pavlína. « Vývoj marketingu ve spojení s informačními technologiemi a neurotechnologiemi ». Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197801.

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The final thesis "Development of marketing in connection with information technology and neurotechnology" deals with modern marketing methods in the field of information technology, especially on the Internet (online marketing) and in the field of neurotechnology (neuromarketing). The thesis asks questions about how further can marketing be evolving in current form to the future and it follows the development and potential of each marketing trends in the context of modern information technology. To what extent will consumers have freedom of their choice in the future? What could be the negative and positive effects of the development of marketing in conjunction with modern technology? What influence does online marketing and neuromarketing on human emotions and thinking? Answers and problems of modern marketing are searched primarily through the SWOT analysis from a consumer perspective and also from the perspective of the company. It studies a FaceReader program for the analysis of facial expressions of respondents in the face while watching selected commercials. Finally, the work is trying to find relations of recognizing the modified logos without the brand name according to different consumers through the online survey.
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Capecchi, Irene. « Winescape aesthetic perception assessment ». Doctoral thesis, 2021. http://hdl.handle.net/2158/1238417.

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Italian Version: Il termine Winescape rappresenta tutti gli elementi che sono correlati a un paesaggio vitivinicolo. La tesi indaga quali sono le caratteristiche estetico-percettive presenti nel Winescape che vanno a influire sul comportamento e le intenzioni del consumatore. Conoscere quali siano e le loro caratteristiche può essere di supporto ai decisori pubblici che vogliono aumentare la competitività del loro territorio o cantina, essendo queste una delle motivazioni che indirizzano le scelte dei consumatori e visitatori. Il termine Winescape ha una duplice accezione in base alla relativa scala di riferimento: valutando la sua macro-dimensione, il termine fa riferimento alla regione vitivinicola, mentre prendendo in considerazione la sua micro-dimensione si riferisce all’ambiente della cantina. Ad oggi, il metodo più frequentemente scelto per individuare quali sono gli elementi estetico percettivi preferiti dagli utenti è la somministrazione di survey al target di riferimento, ma e una procedura che ha dei limiti sempre più evidenti. Data la loro complessità si limitano a un numero ristretto di partecipanti e hanno un dispendio di tempo e risorse molto elevato. Inoltre, la risposta dell’utente può non essere completamente imparziale, viziata dalla consapevolezza di essere sottoposto a un questionario. La tesi si basa sulla comprensione di questi limiti, dandosi come obiettivo quello di elaborare soluzioni e metodi alternativi. Ciò, definendo un approccio diversificato per ciascuna delle distinte accezioni del termine Winescape. La soluzione che la tesi presenta per individuare le componenti estetiche che influenzano i comportamenti degli utenti nella macro-dimensione del termine Winescape, fa riferimento al concetto dei servizi ecosistemici culturali (CES), nonché i benefici immateriali di cui possono fruire sia gli abitanti che i turisti. Un indicatore per conoscere i CES da parte del grande pubblico in modo spontaneo è l’analisi di foto condivise e geotaggate sui Social Media, come per esempio Flickr. Altresì, nella micro-dimensione il processo è diverso: il Neuromarketing risulta essere l’alternativa più promettente nella ricerca sulla percezione e sulle emozioni, che grazie a questa tecnologia sono registrate in modo inconscio e quindi libere da preconcetti e alterazioni che sono invece inevitabili nella metodologia tradizionale. Il focus è di fornire al Manager di una cantina uno strumento utile per valorizzare, non solo la qualità del prodotto vitivinicolo, ma anche l’ambiente e l’architettura della cantina stessa. L’offrire un’esperienza unica ed emotiva, è il fine ultimo per stabile un lungo rapporto con i visitatori e indurre quest’ultimi a ripetere la visita e diventare consumatori fidelizzati. English version: In winescape analysis, the term is also used to indicate two different approaches (Thomas et al., 2010): the macro approach, which looks at the wine landscape in the wine region or on the scale of a wine route (predominant in the literature on wine tourism, e.g. (Getz & Brown, 2006), and the micro approach, which focuses on the environment in a winery. Few researches describe and measure the specific feature of Winescape that influence ecotourists or consumers' behavior and intention. These elements would be an essential support tool for public decision-makers who want to increase their territorial competitiveness. For the macro approach, few empirical studies aim to identify and measure specific attributes of the winescape that influence wine tourists' intentions and behavior. An approach refers to cultural ecosystem services (CES) that both inhabitants and tourists can benefit from. Recently, in the literature, to overcome limits of stated preference measures, a substitute indicator to know the revealed preferences of the general public on panorama aesthetics and leisure activities is geotagged photos upload on Social Media. The micro approach Manager of wineries wants to create a beautiful, impressive experience of cellar door to establish a long relationship with visitors to induce consumers to repeat visits and purchase wine. (Bruwer et al., 2013; Bruwer & Alant, 2009). To succeed in these mission managers, they have to consider, in addition to wine product quality, the environment, and the architecture of buildings and services. A promising alternative in perception and emotion research is to use neuromarketing methods. The aims are to elaborate a methodology that provides a useful tool for mapping and identifying CES and architecture element to help public administration in decision-making and provide helpful information for regional planning and rural development
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Chapitres de livres sur le sujet "NeuroMarketing technologies"

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Iorga, Ana Maria, et Nicolae Al Pop. « Ethical Dilemmas of Future Technologies ». Dans Ethics and Neuromarketing, 171–85. Cham : Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-45609-6_11.

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López, María Judith, et Carlos Ramos-Galarza. « Neuromarketing : Current Applications in Favor of Consumerism ». Dans Marketing and Smart Technologies, 389–94. Singapore : Springer Singapore, 2022. http://dx.doi.org/10.1007/978-981-16-9268-0_32.

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Filipović, Filip, Luka Baljak, Tamara Naumović, Aleksandra Labus et Zorica Bogdanović. « Developing a Web Application for Recognizing Emotions in Neuromarketing ». Dans Marketing and Smart Technologies, 297–308. Singapore : Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-15-1564-4_28.

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Casas-Frausto, Alma, Bogart Yail Márquez, Rosana Gutiérrez et José Sergio Magdaleno-Palencia. « The Role Neuromarketing Emotion as Key to Defining Consumer Behavior ». Dans Agents and Multi-Agent Systems : Technologies and Applications 2021, 385–94. Singapore : Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-16-2994-5_32.

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Nemorin, Selena. « The Discursive World of Neuromarketing : For Whom Are These Technologies Working ? » Dans Biosurveillance in New Media Marketing, 73–100. Cham : Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-96217-7_4.

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Pereira, Verónica Crespo, et Jorge Cruz-Silva. « Neuromarketing as a New Methodology for Broadcasters : A Comparison of European Public and Private Channels ». Dans Marketing and Smart Technologies, 585–93. Singapore : Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-33-4183-8_46.

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Etzold, Veit, Anika Braun et Tabea Wanner. « Eye Tracking as a Method of Neuromarketing for Attention Research—An Empirical Analysis Using the Online Appointment Booking Platform from Mercedes-Benz ». Dans Intelligent Decision Technologies 2019, 167–82. Singapore : Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-8303-8_15.

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Burris, Harrison R., et Shahid A. Sheikh. « Virtual Reality and Neuroimaging Technologies ». Dans Virtual Technologies for Business and Industrial Applications, 118–28. IGI Global, 2011. http://dx.doi.org/10.4018/978-1-61520-631-5.ch007.

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Marketers have long been fascinated by the possibility of understanding how consumers think and what factors stimulate favorable reactions to marketing stimuli. Marketers are now beginning to utilize neuromarketing techniques to map patterns of brain activities to ascertain how consumers evaluate products, objects, or marketing messages. Neuromarketing is relatively a new field of marketing that utilizes computer-simulated environments, such as Virtual Reality (VR) or Immersive Virtual Reality (IVR) technologies combined with neuroimaging technologies, such as Functional Magnetic Resonance Imaging (fMRI), Quantitative Electroencephalography (QEEG), Magnetoencephalography (MEG), and other means of studying human neurological responses. Marketers need this information to help gain favorable reactions to their marketing stimuli and to predict which product designs and marketing messages will appeal most and be on consumer’s minds when the prospects are ready to buy.
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de Quevedo, Alexandre Silva, Daniela Müller Quevedo, Paola Schmitt Figueiró et Elissa Kerli Fernandes. « Neuromarketing as an Environmental Awareness Tool ». Dans Advances in Marketing, Customer Relationship Management, and E-Services, 404–26. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3115-0.ch022.

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One of the greatest concerns of the last century is that human activities can extinguish the living conditions on the planet. In order for the technological and business advancement to be rational and environmentally sustainable in all areas of human knowledge, changes in paradigms must be made. To understand where these habits/paradigms originate from, how they are established, and how they can be altered, the field of neuroscience may be an excellent ally. Neuromarketing is a branch of neuroscience research still under development, using technologies already applied in neuroscience to product marketing. Therefore, the present study aims to conceptualize neuromarketing as a possible tool for sustainable consumption. In summary, this chapter presents a critical review of the main studies conducted by researchers in the last decade related to the theme of sustainable consumption associated with neuromarketing. The present findings may help to identify priority areas related to conscious consumption and neuromarketing.
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Bhandari, Arabinda. « Neuromarketing Trends and Opportunities for Companies ». Dans Advances in Marketing, Customer Relationship Management, and E-Services, 82–103. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3126-6.ch005.

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The main purpose of this chapter is to concisely describe the origin of neuromarketing, its applications in the organization, and to explore consumer behavior with the help of different neuromarketing technologies like fMRI, EEG, and MEG. This chapter gives a guideline on how neuromarketing would be used in different areas of organization functions, like, brand management, advertisement, communication, product design, decision making, etc. with the help of data mining, artificial intelligence, social media, machine learning, remote sensing, AR, and VR. The chapter identifies the opportunities of neuromarketing with the latest technological development to understand the customer mindset so that it would be easy to formulate neurostrategy for an organization. This chapter gives a future research direction with strategic management, so that it will be helpful for a professional to create a more accurate strategy in a VUCA (volatility, uncertainty, complexity, ambiguity) environment, predict, and fulfill the “institution void” situation with more accuracy in an emerging developing market.
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Actes de conférences sur le sujet "NeuroMarketing technologies"

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Rakhmatullina, Albina Rustamovna. « APPLICATION OF NEUROMARKETING TECHNOLOGIES IN MODERN BUSINESS SPACE ». Dans Актуальные аспекты развития современной науки. Самара : Самарский государственный экономический университет, 2021. http://dx.doi.org/10.46554/cadms-2020-pp.329.

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Kaheh, Shima, Maria Ramirez, Jonathan Wong et Kiran George. « Neuromarketing using EEG Signals and Eye-tracking ». Dans 2021 IEEE International Conference on Electronics, Computing and Communication Technologies (CONECCT). IEEE, 2021. http://dx.doi.org/10.1109/conecct52877.2021.9622539.

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Karpova, Svetlan, et Ilya Rozhkov. « Research on the Application of Neuromarketing Technologies on Financial Markets ». Dans International Conference Technology & Entrepreneurship in Digital Society. Real Economy Publishing House, 2019. http://dx.doi.org/10.17747/teds-2018-126-129.

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Kaklauskas, Artūras, Arune Binkyte-Veliene, Ingrida Vetloviene, Darius Skirmantas et Agne Kuzminske. « AN AFFECTIVE, INTELLIGENT, TUTORING SYSTEM FOR PASSIVE HOUSE NEUROMARKETING ». Dans 12th International Conference on Education and New Learning Technologies. IATED, 2020. http://dx.doi.org/10.21125/edulearn.2020.0334.

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Costa, Ana, Júlia Pires, Marta Mendes, Adriana Vazzoler-Mendonca, Vera Capellini et Cristina Costa-Lobo. « NEUROMARKETING AND BUSINESS : A MATTER OF INVESTMENT IN THE IBERIAN PENINSULA ». Dans 14th International Conference on Education and New Learning Technologies. IATED, 2022. http://dx.doi.org/10.21125/edulearn.2022.2008.

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Grejdan, Elena Florentina, Elena Goga et Gheorghe Orzan. « NEUROMARKETING TOOLS APPLIED TO STUDYING THE CONSUMER BEHAVIOR IN THE ONLINE ENVIRONMENT ». Dans 13th International Conference on Education and New Learning Technologies. IATED, 2021. http://dx.doi.org/10.21125/edulearn.2021.2569.

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Goga, Elena, Elena Florentina Grejdan, Dan Trifu et Mihai Orzan. « NEUROMARKETING TOOLS INVOLVED IN A STUDY FOR EXAMINING “PERCEPTIONS TOWARDS VACCINATION AGAINST COVID-19" IN ROMANIA ». Dans 13th International Conference on Education and New Learning Technologies. IATED, 2021. http://dx.doi.org/10.21125/edulearn.2021.2570.

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Tinoco-Egas, Raquel Miroslava, Oscar Juanatey-Boga et Valentin-Alejandro Martinez -Fernandez. « Conceptual and Exploratory Approach to the Role of Trust for an Efficient Publicity : A Neuromarketing Perspective ». Dans 2019 14th Iberian Conference on Information Systems and Technologies (CISTI). IEEE, 2019. http://dx.doi.org/10.23919/cisti.2019.8760723.

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Cortes Cuns, Manuel, Matias Enrique Membiela Pollan et Eva Sanchez Amboage. « The Generation of Experiences as a Differentiating Strategic Factor in the Design of Products : An Approach from Neuromarketing ». Dans 2019 14th Iberian Conference on Information Systems and Technologies (CISTI). IEEE, 2019. http://dx.doi.org/10.23919/cisti.2019.8760642.

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