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- Title
« ÉMERGENCE DU NEUROMARKETING : APPORTS ET PERSPECTIVES POUR LES PRATICIENS ET LES CHERCHEURS ».
- Authors
Droulers, Olivier; Roullet, Bernard
- Abstract
Recent breakthroughs in neuroscience entailed a complete revision of our understanding of brain functioning. A revolution is under way, reshuffling established paradigms and tenets in social sciences. After having integrated successive concepts in general and cognitive psychology, marketing research must embrace notions and concepts of cognitive and affective neuroscience, so as to maintain its position and stance in social sciences.
- Subjects
MARKETING; MARKETING strategy; MARKETING research; CONSUMER research; COGNITIVE psychology; NEUROSCIENCES
- Publication
Décisions Marketing, 2007, Issue 46, p9
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.046.09.22