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Erschienen in:
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2017 | OriginalPaper | Buchkapitel

2. Neuromarketing: Understanding the Application of Neuroscientific Methods Within Marketing Research

verfasst von : Terry Daugherty, Ernest Hoffman

Erschienen in: Ethics and Neuromarketing

Verlag: Springer International Publishing

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Abstract

The use of neuroscientific research methods can provide marketers with the means to better analyze and understand consumer behavior. These technologies and methods have helped usher in a renaissance for marketing research known as neuromarketing. Scholars and industry practitioners alike have begun to embrace neuromarketing based on (a) a growing appreciation for scientific and objective measurement, which is preferable to more subjective research methods (e.g., surveys, focus groups), and (b) the recognition that both diagnostic and evaluative behavioral research can provide marketers with the opportunity to reduce uncertainty. However, the full potential of neuromarketing has yet to be unlocked. Therefore, in this chapter we provide a practitioner-oriented explanation of common neuromarketing techniques and present a contextual framework for understanding associated marketing research outcomes. Opportunities for future research and the implications for marketing are discussed.

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Vorheriges Kapitel Introduction
Nächstes Kapitel Topoi in Neuromarketing Ethics
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Metadaten
Titel
Neuromarketing: Understanding the Application of Neuroscientific Methods Within Marketing Research
verfasst von
Terry Daugherty
Ernest Hoffman
Copyright-Jahr
2017
Buch
Ethics and Neuromarketing

Print ISBN: 978-3-319-45607-2

Electronic ISBN: 978-3-319-45609-6

Copyright-Jahr: 2017

DOI
https://doi.org/10.1007/978-3-319-45609-6_2