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Émergence du neuromarketing : apports et perspectives pour les praticiens et les chercheurs

Author

Listed:
  • Olivier Droulers

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Bernard Roullet

    (PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne)

Abstract

Les progrès accomplis récemment par les neurosciences ont permis une révision complète de la compréhension du fonctionnement cérébral. Une révolution est en marche, bouleversant les paradigmes établis en sciences humaines. Le marketing, après avoir assimilé successivement les concepts de psychologie générale puis de psychologie cognitive, doit aujourd'hui s'approprier les notions et concepts des neurosciences pour garder sa place au sein des sciences sociales et humaines.

Suggested Citation

  • Olivier Droulers & Bernard Roullet, 2007. "Émergence du neuromarketing : apports et perspectives pour les praticiens et les chercheurs," Post-Print halshs-02914800, HAL.
    • Handle: RePEc:hal:journl:halshs-02914800
    DOI: 10.7193/DM.046.09.22
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