Neuromarketing and the Perception of Knowledge

Journal of Consumer Behaviour, Vol. 7, pp. 415-419, 2008

5 Pages Posted: 21 Mar 2009

Date Written: March 20, 2009

Abstract

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.

JEL Classification: M00

Suggested Citation

Butler, Michael J. R., Neuromarketing and the Perception of Knowledge (March 20, 2009). Journal of Consumer Behaviour, Vol. 7, pp. 415-419, 2008, Available at SSRN: https://ssrn.com/abstract=1366006

Michael J. R. Butler (Contact Author)

Aston University Business School ( email )

Aston Triangle
Birmingham, B47ET
United Kingdom

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