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Exploring the Brain

In: Neuromarketing

Author

Listed:
  • Leon Zurawicki

    (University of Massachusetts Boston)

Abstract

Neuroscience constitutes a fusion of various disciplines embodying the molecular biology, electrophysiology, neurophysiology, anatomy, embryology and developmental biology, cellular biology, behavioral biology, neurology, cognitive neuropsychology and cognitive sciences. This relatively new field of research has in recent years significantly contributed to a better understanding of human behavior. In that sense, it provides insights into the consumer conduct as well.

Suggested Citation

  • Leon Zurawicki, 2010. "Exploring the Brain," Springer Books, in: Neuromarketing, chapter 0, pages 1-53, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-77829-5_1
    DOI: 10.1007/978-3-540-77829-5_1
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    Citations

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    Cited by:

    1. Daniel Adrian Andronescu & Andrei Buiga, 2019. "Marketing and Neurosciences - A Future Winning Tandem," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 5(4), pages 132-138, December.
    2. Muhammad Awais & Tanzila Samin & Muhammad Awais Gulzar & Jinsoo Hwang & Muhammad Zubair, 2020. "Unfolding the Association between the Big Five, Frugality, E-Mavenism, and Sustainable Consumption Behavior," Sustainability, MDPI, vol. 12(2), pages 1-25, January.
    3. Alvino, Letizia & Pavone, Luigi & Robben, Henry, 2020. "New frontiers in neuromarketing research : Benefit and potential applications of GRAIL," Other publications TiSEM 1a70174c-8b6b-4d70-be6e-c, Tilburg University, School of Economics and Management.
    4. 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.
    5. Ana C. Martinez-Levy & Dario Rossi & Giulia Cartocci & Marco Mancini & Gianluca Flumeri & Arianna Trettel & Fabio Babiloni & Patrizia Cherubino, 2022. "Message framing, non-conscious perception and effectiveness in non-profit advertising. Contribution by neuromarketing research," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 53-75, March.
    6. Nawaf Saeed Al Mushayt & Francesca Dal Cin & Sérgio Barreiros Proença, 2021. "New Lens to Reveal the Street Interface. A Morphological-Visual Perception Methodological Contribution for Decoding the Public/Private Edge of Arterial Streets," Sustainability, MDPI, vol. 13(20), pages 1-21, October.
    7. Herrmann, Andreas & Zidansek, Manja & Sprott, David E. & Spangenberg, Eric R., 2013. "The Power of Simplicity: Processing Fluency and the Effects of Olfactory Cues on Retail Sales," Journal of Retailing, Elsevier, vol. 89(1), pages 30-43.
    8. Bercea, Monica Diana, 2013. "Quantitative versus qualitative in neuromarketing research," MPRA Paper 44134, University Library of Munich, Germany.
    9. Francisco I. Vega-Gómez & Francisco J. Miranda-Gonzalez & Jesús Pérez Mayo & Óscar Rodrigo González-López & Laura Pascual-Nebreda, 2020. "The Scent of Art. Perception, Evaluation, and Behaviour in a Museum in Response to Olfactory Marketing," Sustainability, MDPI, vol. 12(4), pages 1-15, February.
    10. Agapito, Dora & Pinto, Patrícia & Mendes, Júlio, 2017. "Tourists' memories, sensory impressions and loyalty: In loco and post-visit study in Southwest Portugal," Tourism Management, Elsevier, vol. 58(C), pages 108-118.
    11. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    12. Garczarek-Bąk Urszula, 2018. "Explicit and Implicit Factors That Determine Private Labels’ Possible Purchase: Eyetracking and EEG Research," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 54(1), pages 36-49, March.
    13. Pravin Raj Solomon, 2018. "Neuromarketing - Applications, Challenges and Promises," Biomedical Journal of Scientific & Technical Research, Biomedical Research Network+, LLC, vol. 12(2), pages 9136-9146, December.
    14. Laura Prieto-Pinto & María Fernanda Lara-Díaz & Nathaly Garzón-Orjuela & Dayanne Herrera & Carol Páez-Canro & Jorge Humberto Reyes & Lina González-Gordon & Viviana Jiménez-Murcia & Javier Eslava-Schma, 2019. "Effectiveness assessment of maternal and neonatal health video clips in knowledge transfer using neuromarketing tools: A randomized crossover trial," PLOS ONE, Public Library of Science, vol. 14(5), pages 1-19, May.
    15. Muñoz Leiva, Francisco & Rodríguez López, María Eugenia & García Martí, Bárbara, 2022. "Discovering prominent themes of the application of eye tracking technology in marketing research," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    16. Katarína Neomániová & Jakub Berčík & Elena Horská, 2018. "Dissonance of Selected Neuroscience Techniques at Detection of Emotions in Advertising Spots," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(4), pages 969-977.
    17. Mihaela Constantinescu & Andreea Orindaru & Andreea Pachitanu & Laura Rosca & Stefan-Claudiu Caescu & Mihai Cristian Orzan, 2019. "Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth," Sustainability, MDPI, vol. 11(24), pages 1-21, December.
    18. Lim, Weng Marc, 2018. "Demystifying neuromarketing," Journal of Business Research, Elsevier, vol. 91(C), pages 205-220.

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