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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Autors principals:	Jussi Numminen, Jarmo Heinonen, Mika Westerlund, Seppo Leminen, Lauri Palokangas, Jyrki Suomala
Format:	Artigo
Idioma:	Inglês
Publicat:	Carleton University 2012-12-01
Col·lecció:	Technology Innovation Management Review
Matèries:	brain scans consultative selling customer engagement customer journey fMRI neuroimaging neuromarketing
Accés en línia:	http://timreview.ca/sites/default/files/article_PDF/Suomala_et_al_TIMReview_December2012.pdf
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