Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 17 of 17 for “"Neuromarketing"”.
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Neuromarketing político aplicado a la campaña presidencial de Mauricio Macri
Fil: Dening, Karen Ingrid. Pontificia Universidad Católica Argentina. Facultad Teresa de Ávila; Argentina
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Neuromarketing: Los sentidos como oportunidad de potencializar la industria textil en Colombia
Se explica la influencia que ejercen los sentidos del ser humano a lo largo del proceso de compra, específicamente en el sector textil. Todos los estímulos que recibe el cerebro del consumidor, son parte de las estrategias de las marcas en su intento por conectar a un nivel superior y lograr que …
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El Neuromarketing como instrumento para la eficacia de la publicidad en televisión.
… presente Tesis Doctoral que lleva por título El Neuromarketing como instrumento para la eficacia de la publicidad en televisión, analiza la evolución del marketing en su relación con los consumidores, y más concretamente cómo los mensajes publicitarios necesitan reinventarse con nuevas …
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South African marketing researchers’ perceptions of neuromarketing and its utilisation in a marketing research context
… our preferences and actions. At its core, neuromarketing is considered a field of research that scientifically investigates intrinsic consumer decision-making by employing a variety of neurophysiological techniques and theories. However, despite the potential of neuromarketing techniques to …
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Análisis de la eficacia publicitaria en eventos de esports transmitidos por streaming, mediante técnicas de neuromarketing.
… en los consumidores mediante técnicas de neuromarketing, permite describir la percepción de los impactos publicitarios en el propio contexto de consumo. Objetivo: El estudio pretende analizar y describir la eficacia de la publicidad en eventos de esports transmitidos por streaming, en …
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Neuromarketing y patrocinio deportivo: análisis del impacto de la saturación y la novedad en la atención y el recuerdo de la marca
… la marca. Este estudio se basa en el enfoque del neuromarketing y utiliza técnicas avanzadas como el seguimiento ocular (Eye Tracking o ET) para analizar fijaciones, movimientos sacádicos y tiempos de observación ante escenarios con saturación publicitaria y elementos innovadores. Mediante un …
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Arts Aroma. Deja que los olores cuenten tu historia por ti
… de negocio alrededor del marketing olfativo y el neuromarketing, y aplicar los conocimientos adquiridos a lo largo de él para crear una empresa donde el foco central sea el cliente y su experiencia sensorial, desde una perspectiva de cliente particular tanto como de empresa, consiguiendo crear así …
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Implicit and explicit attitudes: an examination of the efficacy of anti-sugar public health campaigns
… and their implicit attitudes assessed using neuromarketing-based evaluative priming tasks (EPTs). Data were analysed using a combination of paired sample t-tests and structural equation modelling (SEM). This study provides evidence that anti-sugar PHCs influence consumers' explicit and …
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Exponencial: Estudio de diseño de modelos de negocio y brandketing con enfoque en la innovación y la creatividad
… uso de herramientas de innovación, creatividad, neuromarketing e inteligencia artificial, asesorar, guiar y lograr crear estrategias enfocadas en la experiencia de usuario y en la omnicanalidad. De esta forma, se pretende democratizar el uso de estas herramientas y lograr aumentar el nivel de …
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Investigating Ethical Decision Making in Marketing Research: An Exploratory Study Towards the Interaction of Different Moral Agents in Marketing Research
… techniques that generate ethical issues; neuromarketing [NM] and autoethnography [AE], Despite the examination of the two aforementioned moral agents, at the heart of this thesis has been the investigation of MR researchers’ (un)willingness to adopt or practice (i.e. behavioural …
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The Effects of Native Advertising Disclosure and Advertising Recognition on Perceptions of News Story and News Website Credibility: A Consumer Neuroscience Approach
… research approach. An innovative Neuromarketing approach was undertaken through a psychophysiological-based analysis of visual attention to disclosure, measured as Fixation (ms/m) using eye-tracking technology, in addition to self-reported measures obtained via an online survey. In …
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Innovating the Mind: Three Essays on Technology, Society, and Consumer Neuroscience
… emerging practice of consumer neuroscience and neuromarketing, combined called CNNM. CNNM utilizes tools and technologies to measure brain activity and human behavior coupled with scientific theories for explaining behavior and cognition. Consumer neuroscience is one of the newest areas of …
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Is it top-down or bottom-up? an evaluation of processes involved in salience and decision making utilising eye-tracking consumer neuroscience research
… as visual saliency, are measured and analysed in neuromarketing research to aid marketers in understanding consumer attention and decision-making. Bottom-up attention refers to attention in response to external factors such as colour, shape and contrast whereas top-down attention is internally …
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Millennial consumers’ response to hang tag product Information on sustainable apparel garments
The purpose of this study was to understand Millennial consumer’s neurological response to hang tag product information on sustainable apparel garments. This mixed methods study consisted of four main research objectives and focused on six research hypotheses. Data were collected from March 2012 to …
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Quantifying the Impact of Message Framing on Consumer Attitudes Towards the Consumption of Meat Products in Cape Town: A Consumer Neuroscience Approach
Is it more effective to evoke negative emotions in social advertisements than positive emotions? This study compared positive and negative message framing strategies in social marketing advertisements that aimed to encourage a reduction in meat consumption. This project explored how each strategy …