NEUROMARKETING SERVICES: AN ANALYSIS OF INTERNATIONAL SPECIALISTS’ EXPERIENCE
Iuliana Cetina and
Mihai Tichindelean ()
Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2018, vol. 12, issue 1, 807-816
The purpose of the present research is to provide a detailed description of the neuromarketing services market at international level by analyzing the experience of neuromarketing service providers. Based on the up-mentioned research purpose, three research objectives were derived. The needed data for fulfilling the research purpose and objectives was gathered through an online applied survey. After analyzing the specialists’ opinion, based on their experience regarding (1) the industries that can benefit the most of neuromarketing research, (2) frequently used neuromarketing techniques and (3) the relationship between traditional research and neuromarketing research, the following conclusions can be drawn: neuromarketing research fits best for the study of consumer goods; most specialists most often use the Eye-tracker in their research, the eye-tracker or the analysis of galvanic skin response, but other techniques and instruments can be used to measure different types of variables; traditional research and neuromarketing research go together almost always, neuromarketing research being more relevant than traditional research when attention, visibility, emotion, pleasure or contempt are elements that, if studied, can generate valuable information about the marketing stimulus.
Keywords: consumer behavior; neuromarketing; neuromarketing research techniques (search for similar items in EconPapers)
References: Add references at CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:12:y:2018:i:1:p:807-816
Access Statistics for this article
Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE is currently edited by Ciocoiu Nadia Carmen
More articles in Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE from Faculty of Management, Academy of Economic Studies, Bucharest, Romania Contact information at EDIRC.
Bibliographic data for series maintained by Ciocoiu Nadia Carmen ().