Consumer decisions are the result of a complex brain interaction between cognitive and emotional processes. Furthermore, the consumer is not often able to declare what he/her feels in a given situation. This is why traditional marketing research techniques might not completely explain and predict consumer behavior. These limits are particularly relevant in studies conducted to evaluate the potential success of a new product launch. Biometrics techniques can support the company in overcoming these limits and making more accurate predictions.
DOES BIOMETRICS IMPROVE MARKETING RESEARCH? / Lugli, Gianpiero; Di Dio, C.; Luceri, Beatrice; Zerbini, Cristina. - (2013), pp. 70-71. (Intervento presentato al convegno Le scienze cognitive: applicazioni e valore socio-economico tenutosi a Dipartimento di Economia e Management, Università degli Studi di Trento nel 17-18-19 giugno 2013).
DOES BIOMETRICS IMPROVE MARKETING RESEARCH?
LUGLI, Gianpiero;LUCERI, Beatrice;ZERBINI, Cristina
2013-01-01
Abstract
Consumer decisions are the result of a complex brain interaction between cognitive and emotional processes. Furthermore, the consumer is not often able to declare what he/her feels in a given situation. This is why traditional marketing research techniques might not completely explain and predict consumer behavior. These limits are particularly relevant in studies conducted to evaluate the potential success of a new product launch. Biometrics techniques can support the company in overcoming these limits and making more accurate predictions.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
