Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing

被引:47
|
作者
Eser, Zeliha [1 ]
Isin, F. [1 ]
Tolon, Metehan [2 ]
机构
[1] Baskent Univ, Fac Econ & Adm Sci, Ankara, Turkey
[2] Gazi Univ, Fac Econ & Adm Sci, Ankara, Turkey
关键词
perceptions of neuromarketing; exploratory research; marketing academics; neurologists; marketing professionals; electroencephalography;
D O I
10.1080/02672571003719070
中图分类号
F [经济];
学科分类号
02 ;
摘要
Neuromarketing uses the latest advances in brain scanning to learn more about the mental processes behind customer purchasing decisions. The purpose of this exploratory research was to reveal the perceptions of marketing academics, neurologists, and marketing professionals regarding neuromarketing studies, as they have an important role for the future of neuromarketing studies. Quantitative analysis was conducted on data from 111 marketing academics, 52 neurologists, and 56 marketing professionals. All participants agreed that neuromarketing is not a manipulative way of selling unnecessary goods and services. Three factors - interest and participation, knowledge and awareness, and ethics - were perceived as the most important aspects of neuromarketing according to the three groups of participants. Analyses of the perception of neuromarketing revealed that neurologists and marketing professionals perceive neuromarketing more favorably than marketing academics.
引用
收藏
页码:854 / 868
页数:15
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