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... > social science subjects > business and management > marketing (business) > consumer culture > production, exchange and distribution in consumer culture > neuromarketing

Terme préférentiel

neuromarketing  

Définition

  • Neuromarketing can be defined as the obtaining of information useful for marketers by subjecting individuals to functional magnetic resonance imaging (fMRI) and other similar methods of studying automatic responses in the brain to certain stimuli, generally involving products and brands that are part of consumer culture. The term seems to have been first used by Ale Smidts, a marketing research scholar at Erasmus University in the Netherlands, around 2002. [Source: Encyclopedia of Consumer Culture; Neuromarketing]

Concept générique

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URI

http://data.loterre.fr/ark:/67375/N9J-B35FQ2RV-4

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