Research in reverse : ad testing using an inductive consumer neuroscience approach
Terry Daugherty, Ernest Hoffman, Kathleen Kennedy (Suarez Applied Marketing Research Laboratories, The University of Akron, United States)
| Year of publication: |
August 2016
|
|---|---|
| Authors: | Daugherty, Terry ; Hoffman, Ernest ; Kennedy, Kathleen |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 8, p. 3168-3176
|
| Subject: | Consumer neuroscience | Neuro-marketing | Marketing research | Ad testing | Neurowissenschaften | Neuroscience | Marktforschung | Market research | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2015.12.005 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011507970