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- W2972019945 abstract "ABSTRACT Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher9s toolbox. As a branch of applied neuroscience, labels such as “neuromarketing” and “consumer neuroscience” often are used interchangeably, and this emerging field suffers from many inconsistencies. Methodological differences, conceptual inconsistencies, a lack of systematic validation of neuroscience-based metrics, and questionable business practices are all symptoms of a discipline that is in need of rigor and maturation. The goal of this article is to suggest a basic foundation for the use of neuroscience and related methods in studying advertising effects. Three main elements are suggested: a distinction among basic, translational, and applied research; a conceptual clarification; and a framework for the validation of neuroscience-based metrics." @default.
- W2972019945 created "2019-09-12" @default.
- W2972019945 creator A5004014049 @default.
- W2972019945 date "2019-09-01" @default.
- W2972019945 modified "2023-10-17" @default.
- W2972019945 title "Building a Foundation for Neuromarketing And Consumer Neuroscience Research" @default.
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- W2972019945 doi "https://doi.org/10.2501/jar-2019-034" @default.
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