Abstract
Recent years has seen an explosion in the application of neuroscience techniques to market research, known as neuromarketing. The aim of this paper is to contribute to both theoretical and practical aspects of neuromarketing research by presenting a new and innovative neuroscience tool for studying marketing-relevant behavior, namely GRAIL. GRAIL combines different devices (e.g. EEG, ET, facial EMG) into one single real-time device. It can help researchers and practitioners to measure physiological responses (external reflexes) and brain activity (internal reflexes) simultaneously. We argue that this new tool can improve neuromarketing research in several ways, namely in reducing the costs of neuromarketing research, improving the efficiency and accuracy of neuromarketing experiments, and recreating real-life purchase experiences using virtual reality and personalized scenarios.
| Original language | English |
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| Title of host publication | Proceedings of the European Marketing Academy, 49th, |
| Publication status | Published - 6 Nov 2020 |
| Externally published | Yes |
| Event | 49th European Marketing Academy Conference, EMAC 2020 - Budapest, Hungary Duration: 26 May 2020 → 29 May 2020 Conference number: 49 |
Conference
| Conference | 49th European Marketing Academy Conference, EMAC 2020 |
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| Abbreviated title | EMAC 2020 |
| Country/Territory | Hungary |
| City | Budapest |
| Period | 26/05/20 → 29/05/20 |