neuromarketing


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neuromarketing

A recently coined term for the marketing of products and services based on objective neurologic data gleaned from imaging studies—e.g., functional magnetic resonance imaging, EEG, steady state topography, etc.—which assess specific regional changes in brain activity in response to marketing stimuli. Neuromarketing measures psychological, sensorimotor, cognitive, and affective responses, as well as physiologic changes (e.g., heart rate, respiratory rate, galvanic skin response), to study consumer decision making.
References in periodicals archive ?
CoolTool is the technology company that provides a platform to automate neuromarketing research process.
298) highlight similar ethical considerations regarding (1) the protection of various parties who may be harmed or exploited through the process of neuromarketing and (2) the protection of consumer autonomy if applications of brain imaging technology are developed to the point that they can enable what is effectively the manipulation of consumers from afar.
The British Corporation has worked with companies engaged in technological solutions as Lightspeed GMI, that belongs to Kantar Group (MRS, 2015), Neuromarketing consultants as Neurosense (Probst, Frideres, Demetri, & Vomhof, 2014), and Synetiq, for assessing people's emotional and cognitive response to the media (Dalesio, 2015).
Design/methodology/approach: This paper has analyzed the conceptual evolution of the Neuromarketing term over a 10-year time frame, through a theoretical review in the Web of Sciences and Scopus database, by addressing and discussing the current state of definitions.
When it comes to produce merchandising and advertising, neuromarketing plays an important role, asserted Adams, whose firm studies how consumers' brains receive and react to marketing messages.
Many of Dentsu Science Jam's clients, Shimada revealed, are looking to apply neuromarketing strategies on their own clientele.
Un caso practico para el analisis del neuromarketing visual en el centro comercial Ventura Plaza (Cucuta, Colombia).
This is being re-tested in larger quantities to both low- and high-dollar names but it shows that some of the learning from neuromarketing can be applied to fundraising.
Las neurociencias aplicadas al comportamiento del consumidor, o neuromarketing, tratan el estudio del funcionamiento del cerebro durante las decisiones de la compra de un producto y de las reacciones presentadas por los consumidores a la hora de efectuar estas decisiones (Salazar, 2011).
I am eager to understand human behavior in different contexts (learning at school, creativity and innovation at science and companies, and most recently, consumers' behavior and impact on the market from a neuromarketing point of view).
And although there is nothing intrinsically new about the commodity fetishism represented by these advertising techniques, the addition of neuromarketing and the explicit attempts to eliminate generational differences enhance the capability of these advertisement campaigns to erode childhood--and adulthood for that matter (Hayward 2013).
Soko, Tort as a Disrupter of Cultural Manipulation: Neuromarketing and the Dawn of the e-Cigarette, 66 S.