Neuromarketing and the perceptions of knowledge

Butler, Michael J.R. Neuromarketing and the perceptions of knowledge. Journal of Consumer Behaviour, 7 (4/5), pp. 415-419.

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.

Publication DOI: https://doi.org/10.1002/cb.260
Divisions: Aston Business School > Work & organisational psychology
Aston Business School > Work & organisational psychology research group
Uncontrolled Keywords: neuromarketing,knowledge,neuromarketing knowledge,perceptions,knowledge creation,knowledge diffusion,neuromarketing research model

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