Neuroelectrical Brain Imaging Tools For The Study Of The Efficacy Of Tv Advertising Stimuli And Their Application To Neuromarketing

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Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing

Giovanni Vecchiato,Patrizia Cherubino,Arianna Trettel,Fabio Babiloni
Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing Book PDF

Author : Giovanni Vecchiato,Patrizia Cherubino,Arianna Trettel,Fabio Babiloni
Publisher : Springer Science & Business Media
Page : 150 pages
File Size : 49,5 Mb
Release : 2013-05-13
Category : Technology & Engineering
ISBN : 9783642380648

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Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing by Giovanni Vecchiato,Patrizia Cherubino,Arianna Trettel,Fabio Babiloni Pdf

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

Applying Neuroscience to Business Practice

Dos Santos, Manuel Alonso
Applying Neuroscience to Business Practice Book PDF

Author : Dos Santos, Manuel Alonso
Publisher : IGI Global
Page : 332 pages
File Size : 43,6 Mb
Release : 2016-10-25
Category : Psychology
ISBN : 9781522510291

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Applying Neuroscience to Business Practice by Dos Santos, Manuel Alonso Pdf

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.

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Atli, Dincer
Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience Book PDF

Author : Atli, Dincer
Publisher : IGI Global
Page : 304 pages
File Size : 49,8 Mb
Release : 2020-06-19
Category : Business & Economics
ISBN : 9781799831280

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Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience by Atli, Dincer Pdf

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.

Selected Issues in Experimental Economics

Kesra Nermend,Małgorzata Łatuszyńska
Selected Issues in Experimental Economics Book PDF

Author : Kesra Nermend,Małgorzata Łatuszyńska
Publisher : Springer
Page : 385 pages
File Size : 51,8 Mb
Release : 2016-03-24
Category : Business & Economics
ISBN : 9783319284194

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Selected Issues in Experimental Economics by Kesra Nermend,Małgorzata Łatuszyńska Pdf

The aim of this volume is to provide deep insights and the latest scientific developments and trends in experimental economics. Derived from the 2015 Computational Methods in Experimental Economics (CMEE) conference, this book features papers containing research and analysis of economic experiments concerning research in such areas as management science, decision theory, game theory, marketing and political science. The goal is to present possibilities for using various computer methods in the scope of experimental economics to further provide researchers with a wide variety of tools. The field of experimental economics is rapidly evolving. Modern use of experimental economics requires the integration of knowledge in the domains of economic sciences, computer science, psychology, and neuroscience. Recent research includes experiments conducted both in the laboratory and in the field, and the results are used for testing and a better understanding of economic theories. Researchers working in this field use mainly a set of well-established methods and computer tools that support the experiments. Methods such as artificial intelligence, computer simulation and computer graphics, however, are not represented enough in experimental economics studies and most experimenters do not consider their usage. The goal of the conference and the enclosed papers is to allow for an exchange of experiences and to promote joint initiatives to insight change in this trend.

Applications of Neuromarketing in the Metaverse

Gupta, Monika,Shalender, Kumar,Singla, Babita,Singh, Nripendra
Applications of Neuromarketing in the Metaverse Book PDF

Author : Gupta, Monika,Shalender, Kumar,Singla, Babita,Singh, Nripendra
Publisher : IGI Global
Page : 365 pages
File Size : 49,6 Mb
Release : 2023-05-22
Category : Business & Economics
ISBN : 9781668481523

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Applications of Neuromarketing in the Metaverse by Gupta, Monika,Shalender, Kumar,Singla, Babita,Singh, Nripendra Pdf

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.

Problems, Methods and Tools in Experimental and Behavioral Economics

Kesra Nermend,Małgorzata Łatuszyńska
Problems Methods and Tools in Experimental and Behavioral Economics Book PDF

Author : Kesra Nermend,Małgorzata Łatuszyńska
Publisher : Springer
Page : 342 pages
File Size : 54,7 Mb
Release : 2018-09-18
Category : Business & Economics
ISBN : 9783319991870

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Problems, Methods and Tools in Experimental and Behavioral Economics by Kesra Nermend,Małgorzata Łatuszyńska Pdf

These proceedings highlight research on the latest trends and methods in experimental and behavioral economics. Featuring contributions presented at the 2017 Computational Methods in Experimental Economics (CMEE) conference, which was held in Lublin, Poland, it merges findings from various domains to present deep insights into topics such as game theory, decision theory, cognitive neuroscience and artificial intelligence. The fields of experimental economics and behavioral economics are rapidly evolving. Modern applications of experimental economics require the integration of know-how from disciplines including economics, computer science, psychology and neuroscience. The use of computer technology enhances researchers’ ability to generate and analyze large amounts of data, allowing them to use non-standard methods of data logging for experiments such as cognitive neuronal methods. Experiments are currently being conducted with software that, on the one hand, provides interaction with the people involved in experiments, and on the other helps to accurately record their responses. The goal of the CMEE conference and the papers presented here is to provide the scientific community with essential research on and applications of computer methods in experimental economics. Combining theories, methods and regional case studies, the book offers a valuable resource for all researchers, scholars and policymakers in the areas of experimental and behavioral economics.

Applications of Neuroscience: Breakthroughs in Research and Practice

Management Association, Information Resources
Applications of Neuroscience Breakthroughs in Research and Practice Book PDF

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 501 pages
File Size : 40,8 Mb
Release : 2018-03-02
Category : Medical
ISBN : 9781522554790

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Applications of Neuroscience: Breakthroughs in Research and Practice by Management Association, Information Resources Pdf

Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. Advancing research and applications in this field can assist in successfully furthering advancements in various other fields. Applications of Neuroscience: Breakthroughs in Research and Practice is a comprehensive reference source for the latest scholarly material on trends, techniques, and various uses of neuroscience, and examines the benefits and challenges of these developments. Highlighting a range of pertinent topics, such as cognitive processes, neuroeconomics, and neural signal processing, this publication is ideally designed for researchers, academics, professionals, graduate-level students, and practitioners interested in emerging applications of neuroscience.

Marketing Analytics

A. Mansurali,P. Mary Jeyanthi
Marketing Analytics Book PDF

Author : A. Mansurali,P. Mary Jeyanthi
Publisher : CRC Press
Page : 367 pages
File Size : 50,5 Mb
Release : 2023-02-02
Category : Business & Economics
ISBN : 9781000608892

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Marketing Analytics by A. Mansurali,P. Mary Jeyanthi Pdf

With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more. This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use.

Successful Technological Integration for Competitive Advantage in Retail Settings

Pantano, Eleonora
Successful Technological Integration for Competitive Advantage in Retail Settings Book PDF

Author : Pantano, Eleonora
Publisher : IGI Global
Page : 405 pages
File Size : 48,9 Mb
Release : 2015-04-30
Category : Business & Economics
ISBN : 9781466682986

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Successful Technological Integration for Competitive Advantage in Retail Settings by Pantano, Eleonora Pdf

The advent of new technologies has been an impetus for rapid development in several industries, including the area of retail services. These recent advances push industry leaders to infuse new innovations into their various systems and processes. Successful Technological Integration for Competitive Advantage in Retail Settings examines the various effects of changing markets and subsequently how these changes cause retailers to meet consumer demand by integrating more sophisticated, advanced innovations in their daily practices. Focusing on corporate strategies, innovation management, and relevant case studies, this book is a pivotal reference source for researchers, practitioners, and developers interested in recent innovation trends within the retailing industry.

Neuroeconomic and Behavioral Aspects of Decision Making

Kesra Nermend,Małgorzata Łatuszyńska
Neuroeconomic and Behavioral Aspects of Decision Making Book PDF

Author : Kesra Nermend,Małgorzata Łatuszyńska
Publisher : Springer
Page : 419 pages
File Size : 44,6 Mb
Release : 2017-10-06
Category : Business & Economics
ISBN : 9783319629384

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Neuroeconomic and Behavioral Aspects of Decision Making by Kesra Nermend,Małgorzata Łatuszyńska Pdf

This proceedings volume presents the latest scientific research and trends in experimental economics, with particular focus on neuroeconomics. Derived from the 2016 Computational Methods in Experimental Economics (CMEE) conference held in Szczecin, Poland, this book features research and analysis of novel computational methods in neuroeconomics. Neuroeconomics is an interdisciplinary field that combines neuroscience, psychology and economics to build a comprehensive theory of decision making. At its core, neuroeconomics analyzes the decision-making process not only in terms of external conditions or psychological aspects, but also from the neuronal point of view by examining the cerebral conditions of decision making. The application of IT enhances the possibilities of conducting such analyses. Such studies are now performed by software that provides interaction among all the participants and possibilities to register their reactions more accurately. This book examines some of these applications and methods. Featuring contributions on both theory and application, this book is of interest to researchers, students, academics and professionals interested in experimental economics, neuroeconomics and behavioral economics.

Neuromarketing and unconscious choices in the wine market: The role of color

Alessandro Bortolotti
Neuromarketing and unconscious choices in the wine market The role of color Book PDF

Author : Alessandro Bortolotti
Publisher : Alessandro Bortolotti
Page : 230 pages
File Size : 46,6 Mb
Release : 2023-07-25
Category : Psychology
ISBN : 9798852729538

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Neuromarketing and unconscious choices in the wine market: The role of color by Alessandro Bortolotti Pdf

The structure of the book is designed to provide a comprehensive exploration of the principles of neuromarketing and their application to the wine production industry in the Abruzzo region of Italy. Overall, the structure of the book is designed to provide a comprehensive analysis of the principles of neuromarketing and their application to the wine industry, with a particular emphasis on the role of color in consumer decision-making processes

Formative Research in Social Marketing

Krzysztof Kubacki,Sharyn Rundle-Thiele
Formative Research in Social Marketing Book PDF

Author : Krzysztof Kubacki,Sharyn Rundle-Thiele
Publisher : Springer
Page : 290 pages
File Size : 46,9 Mb
Release : 2016-10-07
Category : Business & Economics
ISBN : 9789811018299

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Formative Research in Social Marketing by Krzysztof Kubacki,Sharyn Rundle-Thiele Pdf

This book brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups. The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy. Each chapter includes a scholarly discussion of key formative research methods, a list of relevant internet resources, and three key readings for those interested in extending their understanding of the method. Most chapters also feature a short case study demonstrating how the methods are used.

Marketing and Smart Technologies

Álvaro Rocha,José Luís Reis,Marc K. Peter,Ricardo Cayolla,Sandra Loureiro,Zorica Bogdanović
Marketing and Smart Technologies Book PDF

Author : Álvaro Rocha,José Luís Reis,Marc K. Peter,Ricardo Cayolla,Sandra Loureiro,Zorica Bogdanović
Publisher : Springer Nature
Page : 783 pages
File Size : 53,5 Mb
Release : 2021-03-09
Category : Technology & Engineering
ISBN : 9789813341838

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Marketing and Smart Technologies by Álvaro Rocha,José Luís Reis,Marc K. Peter,Ricardo Cayolla,Sandra Loureiro,Zorica Bogdanović Pdf

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020. It covers up-to-date cutting-edge research on artificial intelligence applied in marketing, virtual and augmented reality in marketing, business intelligence databases and marketing, data mining and big data, marketing data science, web marketing, e-commerce and v-commerce, social media and networking, geomarketing and IoT, marketing automation and inbound marketing, machine learning applied to marketing, customer data management and CRM, and neuromarketing technologies.

Eurasian Business and Economics Perspectives

Mehmet Huseyin Bilgin,Hakan Danis,Ender Demir
Eurasian Business and Economics Perspectives Book PDF

Author : Mehmet Huseyin Bilgin,Hakan Danis,Ender Demir
Publisher : Springer Nature
Page : 322 pages
File Size : 42,6 Mb
Release : 2021-05-31
Category : Business & Economics
ISBN : 9783030718695

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Eurasian Business and Economics Perspectives by Mehmet Huseyin Bilgin,Hakan Danis,Ender Demir Pdf

This book presents selected papers from the 31st Eurasia Business and Economics Society (EBES) Conference, which took place as a virtual conference due to the global COVID-19 health crisis. The theoretical and empirical papers gathered here cover diverse areas of business, economics and finance in various geographic regions, including not only topics from HR, management, finance, marketing but also contributions on public economics, political economy and regional studies.

NEUROMARKETING

DAVID SANDUA
NEUROMARKETING Book PDF

Author : DAVID SANDUA
Publisher : David Sandua
Page : 220 pages
File Size : 54,5 Mb
Release : 2024-06-10
Category : Business & Economics
ISBN : 8210379456XXX

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NEUROMARKETING by DAVID SANDUA Pdf

Discover the transformative power of neuromarketing in revolutionizing how you sell and connect with consumers. This book unveils the secrets behind the science of selling, merging neuroscience with cutting-edge marketing strategies to seduce today's consumer. Embark on a fascinating journey through the human brain to understand how subconscious desires and emotions influence buying decisions. With practical examples, successful case studies, and proven techniques, this book equips you with the necessary tools to capture your audience's attention, create persuasive ads, and design irresistible products. Regardless of your company's size or the product you offer, neuromarketing opens the door to a deep understanding of consumer behavior, allowing you to innovate and excel in the saturated market.