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...

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Podrobná bibliografie

Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Sumy State University 2024-06-01
Edice:	Marketing i Menedžment Innovacij
Témata:	neuromarketing;consumers;eye tracking;heatmap;consumer behavior;
On-line přístup:	https://mmi.sumdu.edu.ua/wp-content/uploads/2024/06/03_A810-2024_Chygryn-et-al.pdf
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