Neuromarketing in Business

Edited by Benny B. Briesemeister () and Werner Klaus Selmer ()

in Management for Professionals from Springer

Date: 2022
ISBN: 978-3-658-35185-4
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Chapters in this book:

Multisensory Experiences in Digital Media

Thomas Heinrich Musiolik

A Good Product Name in the Semantic Network: Implicit Methods for Naming

Solveigh P. Lingens and Jonathan T. Mall

Applying Neuromarketing to Redesign a Travel Brand: The Implicit Journey to Create a New Corporate Design

Gesa Lischka, Steffen Schmidt and Jonathan T. Mall

Neuromarketing Beyond the Posttest: fMRI Can Predict the Commercial Effectiveness of Storyboards Before the TV Commercial Is Shot

H. Steven Scholte, Andries van der Leij and Victor A. F. Lamme

Toward an Engagement-Centric Sports Rights Valuation Model: Using Large-Scale Electrodermal Monitoring to Measure and Value Sports Broadcasting

Pedro R. Almeida, Pedro S. Moreira and Joseph D. Timson

Love at First Click: Why Emotion Measurement Ensures the Economic Success of Online Services

André Weinreich

Leveraging Neuroscience-Based Insights to Improve Customer Experience

Ana Iorga and Dipti Sapatnekar

Welcome to the Real World: Neuromarketing for the Stationary Point of Sale to Quantify the Customer Experience

Benny B. Briesemeister and Johanna Trebbe

Beyond Neuromarketing: How Neuroscience Is Penetrating New Areas of Business

Nadine Galandi, Benny B. Briesemeister, Thomas Kant and Damaris Hagen

Anticipated Regret in Decision-Making and Behaviour Change

Davide Baldo and Martin Schoeller

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DOI: 10.1007/978-3-658-35185-4

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