The Contribution of Neuromarketing to the Study of Consumer Behavior

Detalhes bibliográficos
Autor(a) principal: Colaferro, Claudia Almeida
Data de Publicação: 2014
Outros Autores: Crescitelli, Edson
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: BBR. Brazilian Business Review (English edition. Online)
Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/260
Resumo: Understanding consumer behavior in a society marked by complexity is a challenging task. The aim of this article is to investigate the new information that can be obtained by means of neuromarketing and whether it helps clarify knowledge about consumers. We performed an exploratory study involving review of the literature and in-depth interviews with Brazilian and international specialists. Our conclusion is that neuromarketing – or the application of neuroscience in the marketing area – can shed light on consumers’ reactions to marketing actions.
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spelling The Contribution of Neuromarketing to the Study of Consumer BehaviorA Contribuição do Neuromarketing para o Estudo do Comportamento do ConsumidorConsumer behaviorCognitive sciencesNeuromarketingNeuroscienceMarketing researchComportamento do consumidorCiências cognitivasNeuromarketingNeurociênciaPesquisa de MarketingUnderstanding consumer behavior in a society marked by complexity is a challenging task. The aim of this article is to investigate the new information that can be obtained by means of neuromarketing and whether it helps clarify knowledge about consumers. We performed an exploratory study involving review of the literature and in-depth interviews with Brazilian and international specialists. Our conclusion is that neuromarketing – or the application of neuroscience in the marketing area – can shed light on consumers’ reactions to marketing actions.Entender o comportamento do consumidor em uma sociedade marcada pela complexidade  é uma tarefa desafiadora. Por isso, o objetivo deste estudo é investigar quais são as novas informações que podem ser obtidas por meio do neuromarketing e se  elas ajudam na elucidação do conhecimento sobre os consumidores. O método de investigação adotado foi uma pesquisa exploratória envolvendo levantamento bibliográfico e investigação de campo com pesquisas em profundidade envolvendo especialistas nacionais e internacionais. Conclui-se ao final que o neuromarketing - ou a aplicação da neurociência na área de marketing - pode oferecer ganhos no entendimento das reações dos consumidores.FUCAPE Business Shool2014-05-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/26010.15728/bbr.2014.11.3.6Brazilian Business Review; Vol. 11 No. 3 (2014): May to June 2014; 123-143Brazilian Business Review; v. 11 n. 3 (2014): Maio a Junho de 2014; 123-1431808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/260/395http://www.bbronline.com.br/index.php/bbr/article/view/260/396Colaferro, Claudia AlmeidaCrescitelli, Edsoninfo:eu-repo/semantics/openAccess2018-11-06T19:50:41Zoai:ojs.pkp.sfu.ca:article/260Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-11-06T19:50:41BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false
dc.title.none.fl_str_mv The Contribution of Neuromarketing to the Study of Consumer Behavior
A Contribuição do Neuromarketing para o Estudo do Comportamento do Consumidor
title The Contribution of Neuromarketing to the Study of Consumer Behavior
spellingShingle The Contribution of Neuromarketing to the Study of Consumer Behavior
Colaferro, Claudia Almeida
Consumer behavior
Cognitive sciences
Neuromarketing
Neuroscience
Marketing research
Comportamento do consumidor
Ciências cognitivas
Neuromarketing
Neurociência
Pesquisa de Marketing
title_short The Contribution of Neuromarketing to the Study of Consumer Behavior
title_full The Contribution of Neuromarketing to the Study of Consumer Behavior
title_fullStr The Contribution of Neuromarketing to the Study of Consumer Behavior
title_full_unstemmed The Contribution of Neuromarketing to the Study of Consumer Behavior
title_sort The Contribution of Neuromarketing to the Study of Consumer Behavior
author Colaferro, Claudia Almeida
author_facet Colaferro, Claudia Almeida
Crescitelli, Edson
author_role author
author2 Crescitelli, Edson
author2_role author
dc.contributor.author.fl_str_mv Colaferro, Claudia Almeida
Crescitelli, Edson
dc.subject.por.fl_str_mv Consumer behavior
Cognitive sciences
Neuromarketing
Neuroscience
Marketing research
Comportamento do consumidor
Ciências cognitivas
Neuromarketing
Neurociência
Pesquisa de Marketing
topic Consumer behavior
Cognitive sciences
Neuromarketing
Neuroscience
Marketing research
Comportamento do consumidor
Ciências cognitivas
Neuromarketing
Neurociência
Pesquisa de Marketing
description Understanding consumer behavior in a society marked by complexity is a challenging task. The aim of this article is to investigate the new information that can be obtained by means of neuromarketing and whether it helps clarify knowledge about consumers. We performed an exploratory study involving review of the literature and in-depth interviews with Brazilian and international specialists. Our conclusion is that neuromarketing – or the application of neuroscience in the marketing area – can shed light on consumers’ reactions to marketing actions.
publishDate 2014
dc.date.none.fl_str_mv 2014-05-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Artigo revisado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/260
10.15728/bbr.2014.11.3.6
url http://www.bbronline.com.br/index.php/bbr/article/view/260
identifier_str_mv 10.15728/bbr.2014.11.3.6
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv http://www.bbronline.com.br/index.php/bbr/article/view/260/395
http://www.bbronline.com.br/index.php/bbr/article/view/260/396
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FUCAPE Business Shool
publisher.none.fl_str_mv FUCAPE Business Shool
dc.source.none.fl_str_mv Brazilian Business Review; Vol. 11 No. 3 (2014): May to June 2014; 123-143
Brazilian Business Review; v. 11 n. 3 (2014): Maio a Junho de 2014; 123-143
1808-2386
1807-734X
reponame:BBR. Brazilian Business Review (English edition. Online)
instname:Fucape Business School (FBS)
instacron:FBS
instname_str Fucape Business School (FBS)
instacron_str FBS
institution FBS
reponame_str BBR. Brazilian Business Review (English edition. Online)
collection BBR. Brazilian Business Review (English edition. Online)
repository.name.fl_str_mv BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)
repository.mail.fl_str_mv || bbronline@bbronline.com.br
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