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The role of attention and emotions in neuromarketing - a systematic literature review and future research agenda
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.72 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Purpose: Emotions and attention can have a significant impact on consumer behavior.
Therefore, the purpose of this work is to review the existing literature in the context of
neuromarketing.
Methodology: The systematic literature review mapped the important topics in the analysis.
The bibliographic coupling method was used to cluster these thematic areas.
Conclusion: The work contributes in the theoretical dimension to deepen the literature, and in
a practical aspect to provide marketers and practitioners with an overview of practices.
Originality/value: The work yields value because it is the first literature review in this area,
making it the only one to provide a comprehensive overview of the current body of knowledge
in the domain.
Descrição
Palavras-chave
Neuromarketing Attention Emotion Bibliographic coupling Systematic literature review