The Contribution of Neuromarketing to the Study of Consumer Behavior
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Data de Publicação: | 2014 |
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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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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 |
_version_ |
1754732237934297088 |