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Erkenntnisse und Implikationen für das Marketing

In: Neuromarketing

Author

Listed:
  • Gerhard Raab
  • Oliver Gernsheimer
  • Maik Schindler

Abstract

Zusammenfassung In diesem Kapitel geht es darum, aktuelle Forschungsergebnisse aus dem Gebiet des Neuromarketing zu präsentieren und diese mit den in Kapital II besprochenen neuronalen bzw. biologischen Grundlagen zu verknüpfen. Auf eine längere Beschreibung einzelner Versuchsapparaturen, die im Rahmen von Feldexperimenten durchgeführt wurden, soll innerhalb dieser Untersuchung zugunsten einer fundierten und bewerteten Darstellung der Forschungserkenntnisse weitgehend verzichtet werden.

Suggested Citation

  • Gerhard Raab & Oliver Gernsheimer & Maik Schindler, 2013. "Erkenntnisse und Implikationen für das Marketing," Springer Books, in: Neuromarketing, edition 3, chapter 4, pages 195-313, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-6723-7_4
    DOI: 10.1007/978-3-8349-6723-7_4
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