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 -