Research trends in neuromarketing
DOI:
https://doi.org/10.18270/cuaderlam.v14i27.2654Keywords:
Neuromarketing, Preference, Choice, Consumer, Decision, Behaviour, Company, PublicityAbstract
In this research, a review of the literature in the area of neuromarketing is carried out worldwide, discipline classified as new, worldwide, discipline classified as new, and what, having this feature, there is still insufficient evidence, that show trends and/or lines of research in this field of knowledge. e theoretical review has a mixed method quantitative and qualitative approach, through bibliometric analysis and data mining. us, within the results obtained from the review, the main empirical trends were identified and the gaps within the literature on specific topics. In this regard, there are no systematic review studies that approach the field of investigation from a general perspective that collects different scientific sources as articles in English language, related to the areas of business, sociology, psychology and economics, among others. For this reason, a thematic exploration is carried out, that useful to guide the practices of academic production in the field of neuromarketing. From the results, some trends openings are evident in factors of: influence of TV and commercial decision-making processes; measurement through magnetic resonance; users, smartphones and technology; product and price in the purchase decision; important role of reputation; advertising effectiveness in the hotel and tourism industry; involvement of health advertising and its regulation; websites supported in neuromarketing; relations between service-client-value; neural perception of messages and stimuli; confidence and consumer distrust; colors and their importance in branding. Also, little consolidation of the scientific community is observed and lack of a journal specialized in neuromarketing, due to the low funding of this type of studies, especially by public entities.
Downloads
References
Anderson, S., & Gans, J. (2011). Platform Siphoning: Ad-Avoidance and Media Content. American Economic Journal: Microeconomic, 3(4), 1-34.
Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience.
Arteaga, R. (2009). Neuromarketing Auditivo. PERSPECTIVAS, 137-149.
Carasila, A. C. (2010). Neuromarketing: las emociones y el comportamiento de compra. PERSPECTIVAS, 9-24.
Christopher, M., Payne, A., & Ballantyne, D. (1991). Relatioship Marketing: Bringing Quality Customer Service and Marketing Together. Butterworth Heinemann/CIM, Oxford. En Scientific Research. An Academic Publisher.
Cisneros, A. (2012). Neuromarketing y neuroeconomia. Bogotá, Colombia: Ecoe ediciones.
Dooley, R. (2012). Brainfluence. Hoboken, New Jersey, United States of America: John Wiley & Sons, Inc.
Duque, P. (2014). Neuromarketing una herramienta validadora en la toma de decisiones en mercadeo visual-auditivo. Manizales: Universidad Nacional de Colombia.
Eser, Z., Isin, B., & Tolon, M. (2010). Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing. Journal of Marketing Management, 854-868.
Fisher, C. E., Chin, L., & Klitzman, R. (2010). Defining Neuromarketing: Practices and Professional Challenges. Harvard Review of Psychiatry, 230-237.
Fisher, C., Chin, L., & Klitzman, R. (18 de agosto de 2010). Defining Neuromarketing: Practices and Professional Challenges. Harvard Rev Psychiatry, 230–237. doi:10.3109/10673229.2010.496623
Flores, J., Baruca, A., & Saldivar, R. (2014). Is neuromarketing ethical? Consumers say yes. Consumers say no. Journal of Legal, Ethical and Regulatory Issues, 77-91.
Garcia, M. M. (2005). Arquitectura de marcas: Modelo General de construcción de marcas y gestión de sus activos. Madrid, España: ESIC.
Garikai Bonga, W., & Nyoni, T. (2017). Neuromarketing: No Brain, No Gain. Dynamic Research Journals' Journal of Economics and Finance, 13.
Hernández, M., & Minor, M. (2010). Consumer responses to East# West writing system differences: A literature review and proposed agenda. International Marketing Review, 579-593.
Horsky, D., & Nelson, P. (1992). New Brand Positioning and Pricing in an Oligopolistic Market. Marketing Science, 133-153.
Jordão, I. L., Souza, D., Teixeira, M., Caldeira, J. H., & Engracia, J. (2017). Neuromarketing applied to consumer behaviour: an integrative literature review between 2010 and 2015. International Journal of Business Forecasting
and Marketing Intelligence, 270-288.
Klaric, J. (2014). Vendele a la mente no a la gente. Lima, Perú: BiiA international publishing.
Lee, N., Broderick, A. J., & Chamberlain, L. (febrero de 2007). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199-204.
Leon, Z. (2010). Neuromarketing: Exploring the brain of the consumer. Boston: Springer.
Lewis, A., & Gatty, R. (1969). Product Positioning by Behavioral Life-styles. Journal of marketing, 75-92.
Lima, C., Fleith, J., Rodrigues, L., Marcon, A., & Marcon, É. (2016). Neuromarketing and the advances in the consumer behaviour studies: a systematic review of the literature. International Journal of Business and
Globalisation.
Morin, C. (marzo de 2011). Neuromarketing: e New Science of Consumer Behavior. Society, 48(2), 131-135.
Payne, A., Ballantyne, D., & Christopher, M. (1991). Relationship Marketing: Bringing Quality Customer Service and Marketing Together. London: Cranfield School of Management.
Pradeep, D. A. (2010). e Buying Brain: Secrets for Selling to the Subconscious Mind. Hoboken, New Jersey, United States: John Wiley & Sons, Inc.
Ries, A., & Trout, J. (2002). McGraw-Hill-Management. Indianapolis: McGraw-Hill Management. Obtenido de http://s3.amazonaws.com/academia.edu.documents/32305199/El_Posicionamiento.pdf?AWSAccessKeyI
d=AKIAIWOWYYGZ2Y53UL3A&Expires=1493021730&Signature=A6%2FqlL0E0z7MmfXEfYmg0hhizbc%3D&response-content-disposition=inline%3B%20filename%3DEl_Posicionamiento.pdf
Serralvo, A., & Tadeu, M. (2005). Tipologías del posicionamiento de marcas. Un estudio conceptual en Brasil y España. Revista Galega de Economía, 1-15.
Smith, D. (20 de febrero de 2011). What Does Neuromarketing Measure. Neuromarketing and Mindlab. Obtenido de http://themindlab.co.uk/wp-content/uploads/2014/04/ml_Neuromarketing_at_Mindlab_International.pdf
Subroto, S. (2005). Brand Positioning: Strategies for Competitive Advantage. Tata McGraw-Hill Education Pvt. Ltd.
Taraskeviciute, E. (2014). Neuromarketing from the perspective of the practitioners The reasons behind the decision to go neuro. Neuromarketing from the perspective of the practitioners the reasons behind the decision to go neuro Egle Taraskeviciute Stockholm Business School.
Wang, C. (2013). Literature Review in Consumer Neuroscience for Product Design. Advanced Manufacturing Institute
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 Universidad El Bosque
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The authors when they send their articles for evaluation certify originality and transfer the proprietary rights to the Journal
Latin American notebooks Administration, University El Bosque, for dissemination in print and / or electronic. But scientific evidence, originality, content of the documents are the exclusive and sole responsibility of the authors.
| Article metrics | |
|---|---|
| Abstract views | |
| Galley vies | |
| PDF Views | |
| HTML views | |
| Other views | |
