"Neuromarketing techniques" · 2 results · Global ETD Search

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Showing 1 to 2 of 2 for “"Neuromarketing techniques"”.

South African marketing researchers’ perceptions of neuromarketing and its utilisation in a marketing research context

University of Pretoria2024

… 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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Implicit and explicit attitudes: an examination of the efficacy of anti-sugar public health campaigns

Kaplan, MichaelSchool of Management Studies2022

… 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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