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Unveiling Neuromarketing and Its Research Methodology

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Unveiling Neuromarketing and Its Research Methodology

dc.contributor.author	Royo Vela, Marcelo
dc.contributor.author	Varga, Ákos
dc.date.accessioned	2023-03-28T08:16:57Z
dc.date.available	2023-03-29T04:45:06Z
dc.date.issued	2022	es_ES
dc.identifier.citation	Royo-Vela M, Varga Á. Unveiling Neuromarketing and Its Research Methodology. Encyclopedia. 2022; 2(2):729-751.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/85941
dc.description.abstract	Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and decision processes. It includes a set of research techniques that, by observing and evaluating how the brain and other body parts respond, avoids possible biases and provides truthful and objective information on consumer subconscious. The term “consumer neuroscience” covers academic approaches using techniques such as fMRI, Eye Tracking, or EED. The objectives of this entry are to show what neuromarketing is and what added value it brings to the study of consumer behaviour and purchase decision processes. The conclusions show a favourable future and positive attitudes towards neuromarketing.	es_ES
dc.language.iso	en	es_ES
dc.publisher	MDPI	es_ES
dc.subject	neuromarketing	es_ES
dc.subject	techniques	es_ES
dc.subject	metrics	es_ES
dc.subject	market research	es_ES
dc.subject	add value	es_ES
dc.subject	uses and attitudes	es_ES
dc.subject	academic research	es_ES
dc.subject	consumer neuroscience	es_ES
dc.title	Unveiling Neuromarketing and Its Research Methodology	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.3390/encyclopedia2020051	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES