Giovanni, Vecchiato; Giulio, Maglione Anton; Patrizia, … - In: Micro & Macro Marketing (2014) 2, pp. 279-294
Neuromarketing is the multidisciplinary field of research whose aim is to investigate the consumers' reaction to commercial advertisements, or to the product appreciation, from a neuroscientific perspective. In fact, there are high hopes that neuroimaging technology could cope with some of the...