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دانلود رایکان مقاله انگلیسی ISI با موضوع بازاریابی عصبی

عنوان فارسی مقاله:

بازاریابی عصبی چیست؟ مباحثه و دستور جلسه برای تحقیق آینده

عنوان انگلیسی مقاله:

What is ‘neuromarketing’? A discussion and agenda for future research

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4. Concluding remarks

While neuromarketing has only recently begun to concern neuroscientists, this article has shown that neuroscientific techniques have been used on an ad-hoc basis to investigate marketing problems in an academic sense for a number of years.Furthermore, the recent interest in neuroeconomics was shown to have considerable overlap with the domain of marketing research. We have tried to show here that the popular neuroscientific perception of neuromarketing as unethical, fundamentally flawed, and potentially harmful, should not mistakenly be applied to scholarly marketing research. Instead, we see no reason why marketing research should not be able to benefit from neuroimaging at least as much, if not more, than economics research has begun to. Indeed, the field of neuromarketing should be considered as a legitimate and important area for future research, which will allow us to more fully understand human behaviour in an extremely important context. Applying neuroimaging to marketing research problems should allow us to understand far more clearly the impact of marketing techniques, as well as gain insight into key problems concerning business relationships, answers to which have previously remained elusive.