IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03193726.html
   My bibliography  Save this paper

The emergence of neuromarketing investigated through online public communications (2002–2008)

Author

Listed:
  • Clément Levallois

    (EM - EMLyon Business School)

  • Ale Smidts
  • Paul Wouters

Abstract

Neuromarketing' designates both a developing industry and an academic research field. This study documents the emergence of neuromarketing through the first mention of the term in traditional and new media until the stabilization of the field. Our main interest is to establish whether neuromarketing developed separately as an academic field and as an industry (with knowledge transfer from the former to the latter), or whether it was an act of co-creation. Based on a corpus gathered from a systematic search on the Web, we trace the multiple forms of engagement between academic and commercial communities, echoed but also shaped by reports in traditional and new media. We find that neuromarketing developed an identity through a set of practices and a series of debates which involved intertwined communities of academic researchers and practitioners. This result offers an alternative to the narrative of ‘knowledge transfer' between academia and the industry and offers a contribution on how to use new kinds of digital sources in business history.

Suggested Citation

  • Clément Levallois & Ale Smidts & Paul Wouters, 2021. "The emergence of neuromarketing investigated through online public communications (2002–2008)," Post-Print hal-03193726, HAL.
  • Handle: RePEc:hal:journl:hal-03193726
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mihai Țichindelean & Monica Teodora Țichindelean & Iuliana Cetină & Gheorghe Orzan, 2021. "A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design," Sustainability, MDPI, vol. 13(18), pages 1-31, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03193726. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.