Culture differences, difficulties, and challenges of the neurophysiological methods in marketing research

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dc.contributor.authorGIULIANA ISABELLA
dc.contributor.authorMazzon, José Afonso
dc.contributor.authorDimoka, Angelika
dc.coverage.paisNão Informadopt_BR
dc.creatorMazzon, José Afonso
dc.creatorDimoka, Angelika
dc.date.accessioned2022-10-13T14:39:38Z
dc.date.available2022-10-13T14:39:38Z
dc.date.issued2015
dc.description.otherGiven recent technological improvements, social consumer researchers are reaching out for disciplines such as neuroscience and biomedical engineering. The purpose of this article is threefold. First, we briefly review each neurophysiological method. Second, we present cultural studies in marketing showing the importance of using neurophysiological tools in different cultures. Third, we discuss reasons why some areas have not benefitted from this interdisciplinary approach yet. For that, we interviewed Latin American researchers because of the importance of this region and the very little academic discussion on the challenges and caveats associated with conducting consumer research in this region. We conclude the article with insights to overcome these challenges.pt_BR
dc.format.extent346 – 363pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.doihttps://doi.org/10.1080/08961530.2015.1038761pt_BR
dc.identifier.issn0896-1530pt_BR
dc.identifier.issn1528-7068pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/4267
dc.identifier.volume27pt_BR
dc.language.isoInglêspt_BR
dc.publisherTaylor & Francis Grouppt_BR
dc.relation.ispartofJournal of International Consumer Marketingpt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.subject.keywordsNeurophysiological methodspt_BR
dc.subject.keywordsculturept_BR
dc.subject.keywordsneuromarketingpt_BR
dc.subject.keywordsLatin Americapt_BR
dc.subject.keywordsfEMGpt_BR
dc.subject.otherPesquisa de marketingpt_BR
dc.titleCulture differences, difficulties, and challenges of the neurophysiological methods in marketing researchpt_BR
dc.typejournal article
dspace.entity.typePublication
local.identifier.sourceUrihttps://www.tandfonline.com/doi/abs/10.1080/08961530.2015.1038761
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeArtigo Científicopt_BR
relation.isAuthorOfPublication394598a8-fe04-4eb9-b54d-adbf1979d28b
relation.isAuthorOfPublication.latestForDiscovery394598a8-fe04-4eb9-b54d-adbf1979d28b

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