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Neuromarketing: Understanding Customers' Subconscious Responses to Marketing

This article presents neuromarketing as a way to detect brain activation during customer engagement. Neuromarketing is a field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. We established a Virtual Customer Journey model based on...

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Autori principali: Jussi Numminen, Jarmo Heinonen, Mika Westerlund, Seppo Leminen, Lauri Palokangas, Jyrki Suomala
Natura: Artigo
Lingua:Inglês
Pubblicazione: Carleton University 2012-12-01
Serie:Technology Innovation Management Review
Soggetti:
brain scans
consultative selling
customer engagement
customer journey
fMRI
neuroimaging
neuromarketing
Accesso online:http://timreview.ca/sites/default/files/article_PDF/Suomala_et_al_TIMReview_December2012.pdf
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