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Upgrading Marketing Research: Neuromarketing Tools for Understanding Consumers

Upgrading Marketing Research: Neuromarketing Tools for Understanding Consumers

Anka Gorgiev, Nikolaos Dimitriadis
Copyright: © 2015 |Pages: 21
ISBN13: 9781466684591|ISBN10: 1466684593|EISBN13: 9781466684607
DOI: 10.4018/978-1-4666-8459-1.ch017
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MLA

Gorgiev, Anka, and Nikolaos Dimitriadis. "Upgrading Marketing Research: Neuromarketing Tools for Understanding Consumers." Trends and Innovations in Marketing Information Systems, edited by Theodosios Tsiakis, IGI Global, 2015, pp. 337-357. https://doi.org/10.4018/978-1-4666-8459-1.ch017

APA

Gorgiev, A. & Dimitriadis, N. (2015). Upgrading Marketing Research: Neuromarketing Tools for Understanding Consumers. In T. Tsiakis (Ed.), Trends and Innovations in Marketing Information Systems (pp. 337-357). IGI Global. https://doi.org/10.4018/978-1-4666-8459-1.ch017

Chicago

Gorgiev, Anka, and Nikolaos Dimitriadis. "Upgrading Marketing Research: Neuromarketing Tools for Understanding Consumers." In Trends and Innovations in Marketing Information Systems, edited by Theodosios Tsiakis, 337-357. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8459-1.ch017

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Abstract

The following chapter focuses on the recent developments in the marketing industry resulting from the rise of neuromarketing. It offers analysis of the problems initiated by the traditional marketing research approaches and how these problems are being resolved by implementation of neuromarketing techniques. Moreover, both physiological and neurological measures are explained, providing advantages and disadvantages of all available neuromarketing tools that may be used in overcoming previously mentioned problems. Finally, the authors provide initial insights from a small scale qualitative research conducted among representatives from all segments of marketing industry.

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