Neuromarketing as a Mechanism of Communication with the Consumer: The Case for Small Business

Neuromarketing is a modern tool for researching consumer reactions to advertising stimuli and identifying relevant consumer behaviour patterns. Conducting neuromarketing research using eye tracking technology allows us to obtain objective data on consumer perceptions of advertising, websites, produc...

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Bibliographic Details
Published in:	Marketing i Menedžment Innovacij
Format:	Article
Language:	English
Published:	Sumy State University 2024-06-01
Subjects:	neuromarketing;consumers;eye tracking;heatmap;consumer behavior;
Online Access:	https://mmi.sumdu.edu.ua/wp-content/uploads/2024/06/03_A810-2024_Chygryn-et-al.pdf

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