Revolutionising marketing research? : a critical view on the promising neuromarketing

Huszár, Sándor and Pap, Katalin: Revolutionising marketing research? : a critical view on the promising neuromarketing. Economics and Management of Global Value Chains : Regional Clusters, Local Networks and Entrepreneurship. pp. 157-166. (2016)

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Abstract

The aim of this paper is to provide a brief overview about benefits and disadvantages of possible application of neuromarketing research methods, in which we show that what kind of barriers should neuromarketing overcome to be more acceptable in the marketing area. The paper is considered critically examining neuroscientific methods relating to consumer behavior. Along with some authors, we also argue for that neuromarketing cannot revolutionise researches focusing on consumer behavior, however it can help in the reinterpretation of existing theories. As a consequence, consumer behavior reserches can rise to a multidisciplinary level in the future, in which marketing-oriented research groups will be supplemented with representatives of life sciences.

Item Type: Article
Journal or Publication Title: Economics and Management of Global Value Chains : Regional Clusters, Local Networks and Entrepreneurship
Date: 2016
Page Range: pp. 157-166
ISBN: 978-963-306-501-3
Uncontrolled Keywords: Fogyasztói magatartás, Neuromarketing, Marketing
Additional Information: Bibliogr.: 166. p. ; összefoglalás angol nyelven
Date Deposited: 2019. May. 29. 11:14
Last Modified: 2019. May. 29. 11:14
URI: http://acta.bibl.u-szeged.hu/id/eprint/57536

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