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Focusing on the emerging field of neuromarketing, the author explores its scientific foundations, methodologies, and ethical considerations, particularly through the lens of Dove's digital campaign in the UK. The research, rooted in positivism, employs gaze tracking and in-store experiences to uncover unconscious consumer reactions and the influence of visual stimuli on purchasing behavior. The findings suggest that neuromarketing could provide valuable insights for marketers aiming to enhance digital campaigns and boost sales or brand recognition.
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Neuromarketing, Anna Szymczak
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- Année de publication
- 2016
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