IDEAS home Printed from https://ideas.repec.org/a/fan/mcmcmc/vhtml10.3280-mc2014-001002.html
   My bibliography  Save this article

L?applicazione delle nanotecnologie al neuromarketing: rassegna e proposizioni

Author

Listed:
  • Antonio Mileti
  • Gianluigi Guido
  • Maria Irene Prete

Abstract

L?utilizzo delle neuroscienze all?interno degli studi di marketing ha permesso di approfondire lo studio della struttura e del funzionamento della mente umana e di migliorare i processi di indagine relativi alle basi biologiche che guidano la psicologia e il comportamento del consumatore. Negli ultimi anni le metodologie di indagine neuroscientifiche sono state largamente impiegate per analizzare e comprendere il comportamento umano in relazione agli scambi di mercato. Parallelamente, numerosi ricercatori attivi nel settore del neuromarketing hanno manifestato un crescente interesse per lo sviluppo di strumenti neurofisiologici in grado di essere applicati ai processi di business e per le loro implicazioni in termini manageriali. In questo studio gli autori forniscono una rassegna della letteratura di neuromarketing alla luce delle nuove nanotecnologie e suggeriscono alcune proposizioni relative a: i) portabilit?/non invasivit? dei nanodevices allo scopo di osservare gli stati emotivi del consumatore nella vita quotidiana; ii) trasmissibilit? dei dati wi-fi al fine di esaminare continuativamente le attivit? neurofisiologiche del consumatore; iii) coniugabilit? in un unico device miniaturizzato di pi? strumenti neurofisiologici, con l?obiettivo di ottenere un?efficace validazione dei risultati; iv) comparabilit? di pi? indicatori neuronali e fisiologici allo scopo di una migliore comprensione delle risposte emotive del consumatore. Gli autori, infine, pongono in evidenza, da un lato, il potenziale di miglioramento che questo approccio - qui denominato di Nano-NeuroMarketing (NNM) - potrebbe apportare per le ricerche di mercato e per le decisioni manageriali. Dall?altro, come v) proposizione, ne evidenziano le problematiche etiche connesse all?uso di strumenti poco percettibili, che potrebbero consentire un maggiore controllo nella vita quotidiana dei consumatori.

Suggested Citation

  • Antonio Mileti & Gianluigi Guido & Maria Irene Prete, 2014. "L?applicazione delle nanotecnologie al neuromarketing: rassegna e proposizioni," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(1), pages 17-35.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-001002
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=50528&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dr. Peter Kenning & Hilke Plassmann, 2004. "NeuroEconomics," Experimental 0412005, University Library of Munich, Germany.
    2. Carolyn Yoon & Angela H. Gutchess & Fred Feinberg & Thad A. Polk, 2006. "A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 31-40, June.
    3. Brookshire, David S & Coursey, Don L & Schulze, William D, 1987. "The External Validity of Experimental Economics Techniques: Analysis of Demand Behavior," Economic Inquiry, Western Economic Association International, vol. 25(2), pages 239-250, April.
    4. Ohme, Rafal & Reykowska, Dorota & Wiener, Dawid & Choromanska, Anna, 2010. "Application of frontal EEG asymmetry to advertising research," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 785-793, October.
    5. Gianpiero Lugli & Donata Tania Vergura & Cinzia Di Dio & Beatrice Luceri, 2012. "Cognitive biases in private branding (an fMRI experiment of over-the-counter drugs)," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2012(2), pages 105-123.
    6. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rubén Ortuño & José M. Sánchez & Diego Álvarez & Miguel López & Fernando León, 2020. "Neurometrics applied to banknote and security features design," Occasional Papers 2008, Banco de España.
    2. Bach, Norbert & Sterner, Madlen, 2011. "Implikationen neuroökonomischer Erkenntnisse für das Employer Branding [Implications of neuroeconomic findings for Employer Branding]," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 5, number 52011.
    3. Solnais, Céline & Andreu-Perez, Javier & Sánchez-Fernández, Juan & Andréu-Abela, Jaime, 2013. "The contribution of neuroscience to consumer research: A conceptual framework and empirical review," Journal of Economic Psychology, Elsevier, vol. 36(C), pages 68-81.
    4. Hubert, Mirja, 2010. "Does neuroeconomics give new impetus to economic and consumer research?," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 812-817, October.
    5. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    6. Oleg Curbatov, 2013. "The 'Knowledge Marketing': A New Trend In A Management Science World," Post-Print hal-01509370, HAL.
    7. Carmela Milano, 2015. "Democratization or else vulgarization of cultural capital? The role of social networks in theater’s audience behavior," Working Papers CEB 15-004, ULB -- Universite Libre de Bruxelles.
    8. Daniela Andreini & Diego Rinallo & Giuseppe Pedeliento & Mara Bergamaschi, 2017. "Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope," Journal of Business Ethics, Springer, vol. 141(3), pages 529-550, March.
    9. Liu, Chihling & Keeling, Debbie Isobel & Hogg, Margaret K., 2016. "Strategy narratives and wellbeing challenges: The role of everyday self-presentation," Journal of Business Research, Elsevier, vol. 69(1), pages 234-243.
    10. Jinkins, David, 2016. "Conspicuous consumption in the United States and China," Journal of Economic Behavior & Organization, Elsevier, vol. 127(C), pages 115-132.
    11. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    12. Mikko Kurenlahti & Arto O. Salonen, 2018. "Rethinking Consumerism from the Perspective of Religion," Sustainability, MDPI, vol. 10(7), pages 1-18, July.
    13. Blocker, Christopher P. & Ruth, Julie A. & Sridharan, Srinivas & Beckwith, Colin & Ekici, Ahmet & Goudie-Hutton, Martina & Rosa, José Antonio & Saatcioglu, Bige & Talukdar, Debabrata & Trujillo, Carlo, 2013. "Understanding poverty and promoting poverty alleviation through transformative consumer research," Journal of Business Research, Elsevier, vol. 66(8), pages 1195-1202.
    14. Nicola Bellini & Cecilia Pasquinelli, 2016. "Urban brandscape as value ecosystem: The cultural destination strategy of fashion brands," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 5-16, February.
    15. Joy, Annamma & Wang, Jeff Jianfeng & Chan, Tsang-Sing & Sherry, John F. & Cui, Geng, 2014. "M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions," Journal of Retailing, Elsevier, vol. 90(3), pages 347-364.
    16. Heffner, Reid R., 2007. "Semiotics and Advanced Vehicles: What Hybrid Electric Vehicles (HEVs) Mean and Why it Matters to Consumers," Institute of Transportation Studies, Working Paper Series qt9mw1t4w3, Institute of Transportation Studies, UC Davis.
    17. Daniel Mihai Pantazi, 2020. "Is price the main motivation for buying general insurances in Romania? Comparative study 2014 – 2019," Journal of Financial Studies, Institute of Financial Studies, vol. 9(5), pages 147-162, November.
    18. Mateusz Piwowarski & Katarzyna Gadomska-Lila & Kesra Nermend, 2021. "Cognitive Neuroscience Methods in Enhancing Health Literacy," IJERPH, MDPI, vol. 18(10), pages 1-19, May.
    19. Kyra L Wiggin & Martin Reimann & Shailendra P Jain & Darren W Dahl & Margaret C Campbell & Paul M Herr, 2019. "Curiosity Tempts Indulgence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(6), pages 1194-1212.
    20. Georges Bresson & Cheng Hsiao, 2011. "A functional connectivity approach for modeling cross-sectional dependence with an application to the estimation of hedonic housing prices in Paris," AStA Advances in Statistical Analysis, Springer;German Statistical Society, vol. 95(4), pages 501-529, December.

    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:fan:mcmcmc:v:html10.3280/mc2014-001002. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Stefania Rosato (email available below). General contact details of provider: http://www.francoangeli.it/riviste/sommario.aspx?IDRivista=210 .

    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.