| Autor: |
Pagan, Natália Munari, Pagan, Karina Munari, Engracia Giraldi, Janaina de Moura, Caldeira de Olivera, Jorge Henrique |
| Předmět: |
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| Zdroj: |
REMark: Revista Brasileira de Marketing; jan-mar2024, Vol. 23 Issue 1, p366-451, 86p |
| Abstrakt: |
This article discusses the use of electroencephalography (EEG) in neuromarketing research. It provides a list of articles that have applied EEG to study various aspects of marketing, such as product preferences, advertising effectiveness, brand extension, and consumer behavior. The article also presents a proposed model for the experimental process in neuromarketing research using EEG. The model was validated by experts in the field. Overall, the article highlights the growing interest in using EEG as a tool to understand consumer responses and decision-making processes in marketing. [Extracted from the article] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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