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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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Principais autores: Jussi Numminen, Jarmo Heinonen, Mika Westerlund, Seppo Leminen, Lauri Palokangas, Jyrki Suomala
Formato: Artigo
Idioma:Inglês
Publicado em: Carleton University 2012-12-01
Colecção:Technology Innovation Management Review
Assuntos:
brain scans
consultative selling
customer engagement
customer journey
fMRI
neuroimaging
neuromarketing
Acesso em linha:http://timreview.ca/sites/default/files/article_PDF/Suomala_et_al_TIMReview_December2012.pdf
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