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Assessing Consumer Reactions with Neuroscientific Measurements

Assessing Consumer Reactions with Neuroscientific Measurements
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Author(s): Christopher Rumpf (German Sport University Cologne, Germany)and Christoph Breuer (German Sport University Cologne, Germany)
Copyright: 2017
Pages: 17
Source title: Applying Neuroscience to Business Practice
Source Author(s)/Editor(s): Manuel Alonso Dos Santos (Universidad Católica de la Santísima Concepción, Chile)
DOI: 10.4018/978-1-5225-1028-4.ch001

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Abstract

Positive consumer reactions to corporate marketing activities are regarded a key driver of business success. Since consumer reactions occur to a large extent on non-conscious levels, traditional market research approaches provide limited insights into the consumer's perceptions and intentions. This chapter demonstrates how neuroscientific measurements can contribute to a deeper understanding about critical processes in the consumer's “black box”. Two generic approaches will be outlined: Whereas brain imaging techniques create pictures reflecting brain activity in response to marketing stimuli, psychophysiological methods assess body signals as correlates of neural activity. The chapter provides a general understanding about the meaningful application of neuroscientific measurements in consumer research and presents a critical reflection on the opportunities and challenges of different neuroscientific measurements.

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