Welcome to the jungle! The neuromarketing literature through the eyes of a newcomer
作者: Nick LeeLaura ChamberlainLeif Brandes
作者单位: 1Department of Marketing, Warwick Business School, University of Warwick , Coventry, UK
2Warwick Business School, University of Warwick , Coventry, UK
刊名: European Journal of Marketing, 2018, Vol.52 (1/2), pp.4-38
来源数据库: Emerald Journal
DOI: 10.1108/EJM-02-2017-0122
关键词: NeuromarketingConsumer neuroscience
原始语种摘要: Purpose(#br)To grow, any field of research must both encourage newcomers to work within its boundaries, and help them learn to conduct excellent research within the field’s parameters. This paper aims to examine whether the existing body of neuromarketing literature can support such growth. Specifically, the authors attempt to replicate how a newcomer to the field of neuromarketing would go about orienting themselves to the field and learn how to conduct excellent neuromarketing research. (#br)Design/methodology/approach(#br)A total of 131 papers, published in the areas of “neuromarketing” and “consumer neuroscience” were downloaded and then identified as conceptual or empirical in nature. A separate database was created for each type of research paper and information was recorded. For...
全文获取路径: Emerald 

  • newcomer 新手
  • papers 证件
  • empirical 经验的
  • methodological 方法论的
  • literature 文献
  • research 
  • sustain 支持
  • through 经过
  • methodology 方法学
  • information 报告