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NEUROMARKETING SERVICES: AN ANALYSIS OF INTERNATIONAL SPECIALISTS’ EXPERIENCE

Monica Tichindelean, Iuliana Cetina and Mihai Tichindelean ()

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2018, vol. 12, issue 1, 807-816

Abstract: 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)
Date: 2018
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