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Neuromarketing For Dummies by Peter Steidl MBA, PhD, Andrew P. Pohlmann, Stephen J. Genco, PhD

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Chapter 18

Picking the Right Approach for Your Research Needs

In This Chapter

arrow Summarizing the range of consumer brain responses measured by neuromarketing

arrow Classifying which technologies are best for measuring responses in key marketing areas

arrow Seeing how some companies are combining neuromarketing and other research approaches

In Part II, we fill you in on the new view of the consumer emerging from brain science. In Part III, we look into how nonconscious processes play a role in six marketing areas. And in Part IV, we review a wide variety of neuromarketing methods and technologies that can be used to measure consumer responses and behavior. In this chapter, we pull these threads together into a unified viewpoint of what goes with what. Our goal is to give you a quick-reference guide for pinpointing where neuromarketing can help you address your research needs.

We begin with a fresh classification of the kinds of brain processes and outcomes neuromarketing can measure. Then we look at the intersection of each technology area and each marketing area. For each intersection, we provide a list of those processes and outcomes we believe are best suited for measurement by that technology ...

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