Neuromarketing and the perceptions of knowledge
Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
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Yn: Journal of Consumer Behaviour, Cyfrol 7, Rhif 4/5, 30.07.2008, t. 415-419.
Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
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TY - JOUR
T1 - Neuromarketing and the perceptions of knowledge
AU - Butler, Michael J.R.
PY - 2008/7/30
Y1 - 2008/7/30
N2 - The emerging field of neuromarketing reveals that knowledge has plasticity. In other words, different stakeholders, marketing researchers and practitioners, perceive the development and application of neuromarketing knowledge in different ways. Having different perceptions of knowledge is not a new issue, but finding new interconnections between those perceptions is beneficial to knowledge creation and diffusion. The research-practice gap in neuromarketing is briefly discussed and then resolved through the contribution of this commentary, the proposal of a novel Neuromarketing Research Model. The Model interconnects basic research reporting, applied research reporting, media reporting and power processes.
AB - The emerging field of neuromarketing reveals that knowledge has plasticity. In other words, different stakeholders, marketing researchers and practitioners, perceive the development and application of neuromarketing knowledge in different ways. Having different perceptions of knowledge is not a new issue, but finding new interconnections between those perceptions is beneficial to knowledge creation and diffusion. The research-practice gap in neuromarketing is briefly discussed and then resolved through the contribution of this commentary, the proposal of a novel Neuromarketing Research Model. The Model interconnects basic research reporting, applied research reporting, media reporting and power processes.
KW - neuromarketing
KW - knowledge
KW - neuromarketing knowledge
KW - perceptions
KW - knowledge creation
KW - knowledge diffusion
KW - neuromarketing research model
U2 - 10.1002/cb.260
DO - 10.1002/cb.260
M3 - Article
VL - 7
SP - 415
EP - 419
JO - Journal of Consumer Behaviour
JF - Journal of Consumer Behaviour
SN - 1472-0817
IS - 4/5
ER -