Contemporary data exploration technologies in marketing

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Published:
Jun 28, 2013
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No. 9(58) (2013)
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Barbara Wąsikowska
Uniwersytet Szczeciński, Wydział Nauk Ekonomicznych i Zarządzania

DOI: https://doi.org/10.22630/PEFIM.2013.9.58.51
Keywords : neuromarketing, biometrics, consumer behavior
Abstract
The development of research in the area of neuromarketing and functioning of the human brain lets better get to know consumer behavior. The knowledge about the buyer become more accurate, if is developed as a result of an interdisciplinary look at determinants of their activities. The article presents the possible applications of biometric examinations, such as: Functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Electromyography (EMG), Eye Tracking, in marketing in order to better understand consumer behavior.

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How to Cite
Wąsikowska, B. (2013). Contemporary data exploration technologies in marketing . The Scientific Journal European Policies, Finance and Marketing, (9(58), 588–599. https://doi.org/10.22630/PEFIM.2013.9.58.51
References

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