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L?applicazione delle nanotecnologie al neuromarketing: rassegna e proposizioni

Author

Listed:
  • Antonio Mileti
  • Gianluigi Guido
  • Maria Irene Prete

Abstract

L?utilizzo delle neuroscienze all?interno degli studi di marketing ha permesso di approfondire lo studio della struttura e del funzionamento della mente umana e di migliorare i processi di indagine relativi alle basi biologiche che guidano la psicologia e il comportamento del consumatore. Negli ultimi anni le metodologie di indagine neuroscientifiche sono state largamente impiegate per analizzare e comprendere il comportamento umano in relazione agli scambi di mercato. Parallelamente, numerosi ricercatori attivi nel settore del neuromarketing hanno manifestato un crescente interesse per lo sviluppo di strumenti neurofisiologici in grado di essere applicati ai processi di business e per le loro implicazioni in termini manageriali. In questo studio gli autori forniscono una rassegna della letteratura di neuromarketing alla luce delle nuove nanotecnologie e suggeriscono alcune proposizioni relative a: i) portabilit?/non invasivit? dei nanodevices allo scopo di osservare gli stati emotivi del consumatore nella vita quotidiana; ii) trasmissibilit? dei dati wi-fi al fine di esaminare continuativamente le attivit? neurofisiologiche del consumatore; iii) coniugabilit? in un unico device miniaturizzato di pi? strumenti neurofisiologici, con l?obiettivo di ottenere un?efficace validazione dei risultati; iv) comparabilit? di pi? indicatori neuronali e fisiologici allo scopo di una migliore comprensione delle risposte emotive del consumatore. Gli autori, infine, pongono in evidenza, da un lato, il potenziale di miglioramento che questo approccio - qui denominato di Nano-NeuroMarketing (NNM) - potrebbe apportare per le ricerche di mercato e per le decisioni manageriali. Dall?altro, come v) proposizione, ne evidenziano le problematiche etiche connesse all?uso di strumenti poco percettibili, che potrebbero consentire un maggiore controllo nella vita quotidiana dei consumatori.

Suggested Citation

  • Antonio Mileti & Gianluigi Guido & Maria Irene Prete, 2014. "L?applicazione delle nanotecnologie al neuromarketing: rassegna e proposizioni," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(1), pages 17-35.
  • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-001002
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    References listed on IDEAS

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