Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/22291 |
Resumo: | Neuromarketing is an emerging discipline that is continuously growing, as the advantages it can give to consumer behaviour knowledge is increasingly recognized. The aim of this study was to get to know and understand the opinion, knowledge and the specificities regarding neuromarketing by the leading marketers of large companies in Portugal. To meet this goal, a comprehensive literature review was first conducted, followed by an empirical research with in-depth interviews. It was possible to conclude that marketers interviewed have an overall positive perception of neuromarketing, although the entanglement already found in the literature review was noticed more intensively within these professionals, as a lack of knowledge relatively to the full extension of this discipline could be observed. Regarding the ethical issues, an awareness and concern for the consumer was detected, although not applied to the usage of neuromarketing within the marketers’ own companies. They also have a positive perception of neuromarketing’s future, as a majority wish to proceed applying it in their companies. Managers who intend to apply neuromarketing should be aware of its advantages and limitations, besides knowing how to deliver methodological rigour. In order to obtain valid and reliable analysis, it is suggested to managers that research done should be conducted with experts, such as neuroscientists. |
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Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketingMarketingNeuromarketingConsumer neuroscienceMarketing professionalsPerceptionsProfissionais de marketingPerceçõesNeuromarketing is an emerging discipline that is continuously growing, as the advantages it can give to consumer behaviour knowledge is increasingly recognized. The aim of this study was to get to know and understand the opinion, knowledge and the specificities regarding neuromarketing by the leading marketers of large companies in Portugal. To meet this goal, a comprehensive literature review was first conducted, followed by an empirical research with in-depth interviews. It was possible to conclude that marketers interviewed have an overall positive perception of neuromarketing, although the entanglement already found in the literature review was noticed more intensively within these professionals, as a lack of knowledge relatively to the full extension of this discipline could be observed. Regarding the ethical issues, an awareness and concern for the consumer was detected, although not applied to the usage of neuromarketing within the marketers’ own companies. They also have a positive perception of neuromarketing’s future, as a majority wish to proceed applying it in their companies. Managers who intend to apply neuromarketing should be aware of its advantages and limitations, besides knowing how to deliver methodological rigour. In order to obtain valid and reliable analysis, it is suggested to managers that research done should be conducted with experts, such as neuroscientists.O neuromarketing é uma disciplina emergente que está continuamente a crescer, uma vez que as vantagens que pode dar ao conhecimento do comportamento do consumidor são cada vez mais reconhecidas. O objetivo deste estudo foi compreender e conhecer a opinião, o conhecimento e o detalhe relativamente ao neuromarketing por parte dos grandes marketers das grandes empresas em Portugal. Em função dos objetivos de estudos e a revisão de literatura, a metodologia escolhida foi a pesquisa exploratória e qualitativa realizando entrevistas em profundidade realizou-se primeiro uma revisão exaustiva da literatura, e realizou-se uma pesquisa empírica com entrevistas em profundidade. Foi possível concluir que os profissionais de marketing entrevistados têm uma perceção globalmente positiva do neuromarketing, embora a pouca claridade de certos tópicos já encontrados na revisão bibliográfica tenha sido notado de forma mais intensa nestes profissionais, uma vez que se pôde observar uma falta de conhecimento relativamente à extensão total desta disciplina. Relativamente às questões éticas, foi detetada uma preocupação com o consumidor, embora não aplicada à utilização do neuromarketing nas próprias empresas dos profissionais de marketing. Os profissionais de marketing também têm uma perceção positiva do futuro do neuromarketing, uma vez que a maioria deseja aplicá-lo nas suas empresas. Os gestores que pretendam aplicar o neuromarketing devem estar conscientes das suas vantagens e limitações, para além de saberem como proporcionar rigor metodológico. A fim de se obter uma análise válida e fiável, sugerese aos gestores que a investigação feita deva ser acompanhada com peritos, tais como neurocientistas.2024-02-15T00:00:00Z2021-02-15T00:00:00Z2021-02-152020-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/22291TID:202661369engFalcão, Marta Mourão de Almeida Coutinhoinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-07-07T03:09:01Zoai:repositorio.iscte-iul.pt:10071/22291Portal AgregadorONGhttps://www.rcaap.pt/oai/openairemluisa.alvim@gmail.comopendoar:71602024-07-07T03:09:01Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing |
title |
Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing |
spellingShingle |
Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing Falcão, Marta Mourão de Almeida Coutinho Marketing Neuromarketing Consumer neuroscience Marketing professionals Perceptions Profissionais de marketing Perceções |
title_short |
Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing |
title_full |
Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing |
title_fullStr |
Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing |
title_full_unstemmed |
Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing |
title_sort |
Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing |
author |
Falcão, Marta Mourão de Almeida Coutinho |
author_facet |
Falcão, Marta Mourão de Almeida Coutinho |
author_role |
author |
dc.contributor.author.fl_str_mv |
Falcão, Marta Mourão de Almeida Coutinho |
dc.subject.por.fl_str_mv |
Marketing Neuromarketing Consumer neuroscience Marketing professionals Perceptions Profissionais de marketing Perceções |
topic |
Marketing Neuromarketing Consumer neuroscience Marketing professionals Perceptions Profissionais de marketing Perceções |
description |
Neuromarketing is an emerging discipline that is continuously growing, as the advantages it can give to consumer behaviour knowledge is increasingly recognized. The aim of this study was to get to know and understand the opinion, knowledge and the specificities regarding neuromarketing by the leading marketers of large companies in Portugal. To meet this goal, a comprehensive literature review was first conducted, followed by an empirical research with in-depth interviews. It was possible to conclude that marketers interviewed have an overall positive perception of neuromarketing, although the entanglement already found in the literature review was noticed more intensively within these professionals, as a lack of knowledge relatively to the full extension of this discipline could be observed. Regarding the ethical issues, an awareness and concern for the consumer was detected, although not applied to the usage of neuromarketing within the marketers’ own companies. They also have a positive perception of neuromarketing’s future, as a majority wish to proceed applying it in their companies. Managers who intend to apply neuromarketing should be aware of its advantages and limitations, besides knowing how to deliver methodological rigour. In order to obtain valid and reliable analysis, it is suggested to managers that research done should be conducted with experts, such as neuroscientists. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-11 2021-02-15T00:00:00Z 2021-02-15 2024-02-15T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/22291 TID:202661369 |
url |
http://hdl.handle.net/10071/22291 |
identifier_str_mv |
TID:202661369 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
mluisa.alvim@gmail.com |
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1817546406248841216 |