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 ?
Neuromarketing: I put myself into a fMRI scanner and realized that I love Louis Vuitton ads.
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).
The Effect of Congruence on the Attention and Sponsorship Processing: An Application of Neuromarketing by Electroencephalogram.
Neuromarketing is an emerging field in marketing that uses medical technologies to gather how to best approach consumers.
The contributions of neuromarketing in marketing research.
(2011) mencionan varias tecnicas utilizadas dentro del neuromarketing, como son la resonancia funcional magnetica (RFM) y los estudios de los potenciales evocados; los cuales permiten una medida directa y una localizacion inmediata de la actividad cerebral.
NAJP: Jyrki, what exactly do you mean by "neuromarketing"?
Novas areas do saber sao requeridas para dar o suporte tecnico-cientifico ao desenvolvimento dos conteudos atitudinais, tais como a Neurociencia, a Neuroetica, o Neuromarketing, a Bioetica, a Cosmoetica, o Direito, o Paradireito, a Paragenetica (KIPPER, 2010; PINHEIRO, 2015; VIEIRA, 2014).
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.C.