Vortrag, Englisch, 7 Seiten, European Society of Marketing Research
Autor: Dr. Philipp Hillenbrand
Herausgeber / Co-Autor: Dr. Javier Cervantes, Dra. Alejandra Ruiz, Dr. Oscar Prospéro
Aufrufe gesamt: 925, letzte 30 Tage: 3
European Society of Marketing Research
Today’s marketing research is often limited to traditional pen-and-paper methodologies or qualitative techniques that imply the risk of subjectivity and the limitation to a descriptive approach with little explicatory potential.
Medical methodologies concerning the exploration of the human brain like Neuroimaging (and especially functional Magnetic Resonance Imaging, “fMRI”) and their application to marketing research have demonstrated to be able to fill this gap, explaining partially the underlying neurophysiological processes of consumers’ perceptions.
This fact opens the possibility of acquiring a better understanding of the potential impact of different external elements that influence consumer behavior in the marketplace.