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Neuromarketing as a Business Strategy

Neuromarketing as a Business Strategy

José G. Vargas-Hernández, Bryan Christiansen
Copyright: © 2014 |Pages: 10
ISBN13: 9781466662209|ISBN10: 1466662204|EISBN13: 9781466662216
DOI: 10.4018/978-1-4666-6220-9.ch009
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MLA

Vargas-Hernández, José G., and Bryan Christiansen. "Neuromarketing as a Business Strategy." Handbook of Research on Effective Marketing in Contemporary Globalism, edited by Bryan Christiansen, et al., IGI Global, 2014, pp. 146-155. https://doi.org/10.4018/978-1-4666-6220-9.ch009

APA

Vargas-Hernández, J. G. & Christiansen, B. (2014). Neuromarketing as a Business Strategy. In B. Christiansen, S. Yıldız, & E. Yıldız (Eds.), Handbook of Research on Effective Marketing in Contemporary Globalism (pp. 146-155). IGI Global. https://doi.org/10.4018/978-1-4666-6220-9.ch009

Chicago

Vargas-Hernández, José G., and Bryan Christiansen. "Neuromarketing as a Business Strategy." In Handbook of Research on Effective Marketing in Contemporary Globalism, edited by Bryan Christiansen, Salih Yıldız, and Emel Yıldız, 146-155. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6220-9.ch009

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Abstract

The purpose of this chapter is to analyze the theoretical and methodological approaches to the study of neuromarketing for designing business strategies. The initial question is based on incorporating advances in neuromarketing into the field of strategic direction. The research method used is to review the literature to study this phenomenon. The main conclusion is neuromarketing permits us to know the customer's reactions in terms of brain activation without the need to appeal to the report of the customer's conscious experience. Consequently, firms will be able to develop capacities and valuable resources to create focal strategies.

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