An approach to the implementation of neuromarketing techniques by European private TV broadcasters

被引：3

作者：

Crespo-Pereira, Veronica ^{[1
]}

Garcia-Soidan, Pilar ^{[2
]}

Martinez-Fernandez, Valentin-Alejandro ^{[3
]}

机构：

[1] Pontificia Univ Catal Ecuador, Escuela Comunicac Social, Sede Ibarra, Av Jorge Guzman Rueda & Av Aurelio Espinosa Pol, Lbarra, Ecuador

[2] Univ Vigo, Fac Ciencias Sociales & Comunicac, Campus A Xunqueira S-N, Pontevedra 36005, Spain

[3] Univ A Coruna, Fac Ciencias Comunicac, Campus Elvina S-N, La Coruna 15071, Spain

来源：

PROFESIONAL DE LA INFORMACION | 2019年 / 28卷 / 05期

关键词：

Neuromarketing; Private broadcasters; Television; Entertainment industry; Neuroscience; Europe; Media; Audience; Habits; Consumers; Strategies; Decision making; Impact; Optimization; NEUROSCIENCE; ATTENTION;

D O I：

10.3145/epi.2019.sep.04

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Changes on media context urge companies to adopt alternative and innovative strategies for decision-making regarding audience's habits and preferences. In this respect, the neuroscience methodology provides an appealing option to analyze consumers' viewing experience. This paper aims to determine the impact of neuromarketing on TV channels for the latter purpose, through an in-depth review and a survey addressed to analyze the use of this methodology by European private broadcasters. The results achieved point to the potential of neuromarketing to improve efficacy of linear and non-linear TV commercial spaces, as well as to design television contents and to optimize the impact of social TV and multiscreen viewing.

引用

页数：11

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