Neuromarketing and Evaluation of Cognitive and Emotional Responses of Consumers to Marketing Stimuli.

By Vlăsceanu Sebastian. 2014

104 citations recorded by the source corpus.

Abstract The effect that certain publicity campaigns, brands and products have upon us, from a cognitive and emotional point of view, is being assessed, by measuring the attention, the encoding and the emotional engagement. This article has investigated the literature regarding the neuromarketing tools, methods and specific techniques. Given that neuromarketing has borrowed a series of neuroscience-specific methods and techniques, the neuromarketing or consumer's neuroscience represents a passing from marketing specific instruments, such as the focus group, the observation, the direct enquiry, the interview to a series of instruments which record both the brain's electrical activity and the metabolic activity.

Subfields: Experimental and Cognitive Psychology

View Paper: https://www.semanticscholar.org/paper/e4698cf9059fc2ec35f02ccca3c48fe792269a6b

Citations in the corpus

• GLOBAL ACADEMIC TRENDS OF METABOLIC AND ELECTRICAL BIOMEDICAL TOOLS IN MARKETING (2024, unknown): “PET uses radioactive tracers to measure metabolic activity, allowing visualisation of brain function and neurochemical processes (Muehllehner & Karp, 2006; Sebastian, 2014).”