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Research in reverse : ad testing using an inductive consumer neuroscience approach
Daugherty, Terry; Hoffman, Ernest; Kennedy, Kathleen - In: Journal of business research : JBR 69 (2016) 8, pp. 3168-3176
Persistent link: https://www.econbiz.de/10011507970
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Looking beyond traditional measures of advertising impact : using neuroscientific methods to evaluate social marketing messages
Gountas, John; Gountas, Sandra; Ciorciari, Joseph; … - In: Journal of business research : JBR 105 (2019), pp. 121-135
Persistent link: https://www.econbiz.de/10012128491
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Can neuromarketing add value to the traditional marketing research? : an exemplary experiment with functional near-infrared spectroscopy (fNIRS)
Meyerding, Stephan G. H.; Mehlhose, Clara M. - In: Journal of business research : JBR 107 (2020), pp. 172-185
Persistent link: https://www.econbiz.de/10012156733
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Demystifying neuromarketing
Lim, Weng Marc - In: Journal of business research : JBR 91 (2018), pp. 205-220
Persistent link: https://www.econbiz.de/10011902933
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Brain buzz for Facebook? : neural indicators of SNS content engagement
Zhang, Jing; Yun, Jin Ho; Lee, Eun-Ju - In: Journal of business research : JBR 130 (2021), pp. 444-452
Persistent link: https://www.econbiz.de/10012544855
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Exploring the boundaries of neuromarketing through systematic investigation
Bhardwaj, Shikha; Rana, Gunjan A.; Behl, Abhishek; … - In: Journal of business research : JBR 154 (2023), pp. 1-14
Persistent link: https://www.econbiz.de/10013468813
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Gamification : a cognitive-emotional view
Mullins, Jeffrey K.; Sabherwal, Rajiv - In: Journal of business research : JBR 106 (2020), pp. 304-314
Persistent link: https://www.econbiz.de/10012158370
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Is it an error to communicate CSR strategies? : neural differences among consumers when processing CSR messages
Guerrero Medina, Carlos Alberto; Martínez-Fiestas, Myriam - In: Journal of business research : JBR 126 (2021), pp. 99-112
Persistent link: https://www.econbiz.de/10012494235
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"Two rivers" brain map for social media marketing : reward and information value drivers of SNS consumer engagement
Zhang, Jing; Lee, Eun-Ju - In: Journal of business research : JBR 149 (2022), pp. 494-505
Persistent link: https://www.econbiz.de/10013325635
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Mechanism of psychological distress-driven smoking addiction behavior
Hwang, Jiyoung; Yun, Zee-Sun - In: Journal of business research : JBR 68 (2015) 10, pp. 2189-2197
Persistent link: https://www.econbiz.de/10011373090