Technological Innovations Applied to Neuromarketing: Systematic Review

Carlos Ramos-Galarza, Patricia García-Cruz, Jorge Cruz-Cárdenas

Producción científica: Capítulo del libro/informe/acta de congresoContribución de conferenciarevisión exhaustiva

Resumen

Neuromarketing allows us to understand the relationship between brain function and consumer buying behavior. Various technological innovations have been developed to influence the individual’s brain functioning and increase the likelihood of purchase. In this context, this article presents a systematic review of research that has developed technological innovations to be used in neuromarketing. After applying the inclusion and exclusion criteria, 10 studies were identified that allowed us to analyze the most relevant technological developments in the area. The main devices found are encompassed in technology for visual tracking, neuroimaging, and new neuromarketing developments. We conclude this research by highlighting the benefit of these devices in neuromarketing and the need for future studies to analyze their effectiveness.

Idioma originalInglés
Título de la publicación alojadaMarketing and Smart Technologies - Proceedings of ICMarkTech 2023
EditoresJosé Luís Reis, José Paulo Marques dos Santos, Jiří Zelený, Beáta Gavurová
EditorialSpringer Science and Business Media Deutschland GmbH
Páginas531-538
Número de páginas8
ISBN (versión impresa)9789819715510
DOI
EstadoPublicada - 2024
Publicado de forma externa
EventoInternational Conference on Marketing and Technologies, ICMarkTech 2023 - Prague, República Checa
Duración: 30 nov. 20232 dic. 2023

Serie de la publicación

NombreSmart Innovation, Systems and Technologies
Volumen386
ISSN (versión impresa)2190-3018
ISSN (versión digital)2190-3026

Conferencia

ConferenciaInternational Conference on Marketing and Technologies, ICMarkTech 2023
País/TerritorioRepública Checa
CiudadPrague
Período30/11/232/12/23

Nota bibliográfica

Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2024.

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