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Marketing Communication: Introduction

Integrative building block School of Commerce

What is neuromarketing?



Neuromarketing is an emerging field of marketing research that uses neuroimaging technologies to record consumers’ emotional, physiological, and neurological responses to marketing stimuli. Researchers use medical technologies such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), steady-state topography (SST), galvanic skin response, eye tracking, and other techniques to measure sensorimotor, cognitive, and affective reactions to advertisements, product packaging, and other marketing materials. Marketers then interpret the data collected by these neurotechnologies in order to design marketing campaigns that better influence and predict consumer behavior. Source: Salem Press Encyclopedia, January, 2016 Item: 90558404.

Gain basic knowledge about what neuromarketing in general, and the application of neuro-research in specific.

This libguide helps you to identify your topic, finding good sources, evaluate and how to use them. Every literature research starts with orientation and defining your topic, see Literacy Skills



Learning goals

Learning goals of the course are:

- What is neuromarketing and how does it work?
- How have brands used neuromarketing?
- Ways to use neuromarketing today.
- Neuromarketing and ethics.