Although neuromarketing research has developed, the current studies lack to provide
comprehensive insights into neuromarketing and marketing mix. Therefore, this study has …

In the past decade, neurophysiological and physiological tools have been used to explore
consumer behaviour toward advertising. The studies into brain processes (eg, emotions …

The use of neuroscience tools to study consumer behavior and the decision making process
in marketing has improved our understanding of cognitive, neuronal, and emotional …

Despite the technological advancements in neuroimaging and physiological technologies,
studies about using this technology to study the neural correlates of consumers' behavior …

This study aims to select the physiological and neurophysiological studies utilized in
advertising and to address the fragmented comprehension of consumers' mental responses …

Neuromarketing is the application of neuroscience to the understanding of consumer
preferences toward products and services. As such, it studies the neural activity associated …

In the last decade, the advertising industry has experienced a quantum leap, powered by
recent advances in neuroscience, a large investment in artificial intelligence, and a high …

As more destination advertisements are uploaded on short video-sharing platforms,
investigating the effects of in-stream advertising on destination advertising is important. This …

El creciente interés en el descubrimiento de los comportamientos emocionales y de los
procesos cognitivos de los consumidores, en la investigación de mercados ha llevado a un …

Neuromarketing has brought a revolution in the field of marketing. The adoption of
Neuromarketing has resulted in better understanding of consumer behaviour. The thrust for …