Neuromarketing as a Mechanism of Communication with the Consumer: The Case for Small Business

Neuromarketing is a modern tool for researching consumer reactions to advertising stimuli and identifying relevant consumer behaviour patterns. Conducting neuromarketing research using eye tracking technology allows us to obtain objective data on consumer perceptions of advertising, websites, produc...

Full description

Bibliographic Details

Format:	Artigo
Language:	Inglês
Published:	Sumy State University 2024-06-01
Series:	Marketing i Menedžment Innovacij
Subjects:	neuromarketing;consumers;eye tracking;heatmap;consumer behavior;
Online Access:	https://mmi.sumdu.edu.ua/wp-content/uploads/2024/06/03_A810-2024_Chygryn-et-al.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!