Revolutionising marketing research? a critical view on the promising neuromarketing /
The aim of this paper is to provide a brief overview about benefits and disadvantages of possible application of neuromarketing research methods, in which we show that what kind of barriers should neuromarketing overcome to be more acceptable in the marketing area. The paper is considered critically...
Elmentve itt :
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| Dokumentumtípus: | Könyv része |
| Megjelent: |
2016
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| Sorozat: | Economics and Management of Global Value Chains : Regional Clusters, Local Networks and Entrepreneurship
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| Kulcsszavak: | Fogyasztói magatartás, Neuromarketing, Marketing |
| Online Access: | http://acta.bibl.u-szeged.hu/57536 |
| Tartalmi kivonat: | The aim of this paper is to provide a brief overview about benefits and disadvantages of possible application of neuromarketing research methods, in which we show that what kind of barriers should neuromarketing overcome to be more acceptable in the marketing area. The paper is considered critically examining neuroscientific methods relating to consumer behavior. Along with some authors, we also argue for that neuromarketing cannot revolutionise researches focusing on consumer behavior, however it can help in the reinterpretation of existing theories. As a consequence, consumer behavior reserches can rise to a multidisciplinary level in the future, in which marketing-oriented research groups will be supplemented with representatives of life sciences. |
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| Terjedelem/Fizikai jellemzők: | 157-166 |
| ISBN: | 978-963-306-501-3 |