Application of Neural Technology to Neuro-Management and Neuro-Marketing
Title | Application of Neural Technology to Neuro-Management and Neuro-Marketing PDF eBook |
Author | Ioan Opris |
Publisher | Frontiers Media SA |
Pages | 243 |
Release | 2020-04-03 |
Genre | |
ISBN | 2889635422 |
Neuromarketing in Business
Title | Neuromarketing in Business PDF eBook |
Author | Benny B. Briesemeister |
Publisher | Springer Nature |
Pages | 140 |
Release | 2022-01-03 |
Genre | Business & Economics |
ISBN | 3658351853 |
This book shows how neuromarketing works in practice. It describes how companies can use the methods and insights of neuroscience to make better decisions themselves. It brings together real-world use cases in the area of applied neuroscience, collected from the globally leading consumer neuroscience companies and their clients. The use cases come from a variety of business areas, from advertising research to store design, from finding the right name for a brand to designing a compelling website. The book reveals how clients engage in neuromarketing; the business problems they can encounter, and have encountered, solving with this new approach; and the values they generate.
Applications of Neuromarketing in the Metaverse
Title | Applications of Neuromarketing in the Metaverse PDF eBook |
Author | Gupta, Monika |
Publisher | IGI Global |
Pages | 365 |
Release | 2023-05-22 |
Genre | Business & Economics |
ISBN | 1668481529 |
The metaverse is opening new avenues of opportunities for product manufacturers as well as service providers; due to this, further study on the scope and challenges that the application of neuromarketing in virtual worlds faces across different disciplines and business segments is required. The immense growth potential currently untapped in the metaverse domain can be taken to a different level altogether with the help of neuromarketing applications. Applications of Neuromarketing in the Metaverse discusses brand positioning among the target market in the virtual world through the application of neuromarketing principles and techniques. The book also explores consumer behavior and decodes their physiological and psychological responses in the metaverse domain with the help of tools and technologies used in neuromarketing. Covering key topics such as media, virtual reality, and branding, this premier reference source is ideal for industry professionals, marketers, business owners, managers, researchers, academicians, scholars, practitioners, instructors, and students.
Neuromanagement and Neuromarketing
Title | Neuromanagement and Neuromarketing PDF eBook |
Author | Vincenzo Russo |
Publisher | Frontiers Media SA |
Pages | 172 |
Release | 2022-10-18 |
Genre | Science |
ISBN | 2889748065 |
Applying Neuroscience to Business Practice
Title | Applying Neuroscience to Business Practice PDF eBook |
Author | Dos Santos, Manuel Alonso |
Publisher | IGI Global |
Pages | 351 |
Release | 2016-10-25 |
Genre | Psychology |
ISBN | 152251029X |
Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.
Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing
Title | Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing PDF eBook |
Author | Giovanni Vecchiato |
Publisher | Springer Science & Business Media |
Pages | 150 |
Release | 2013-05-13 |
Genre | Technology & Engineering |
ISBN | 3642380646 |
In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making. => Please download the extra material for this book http://extras.springer.com
Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
Title | Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience PDF eBook |
Author | Atli, Dincer |
Publisher | IGI Global |
Pages | 304 |
Release | 2020-06-19 |
Genre | Business & Economics |
ISBN | 1799831280 |
Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.