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Neuromarketing: State of the Arts

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Consumer respond from specific marketing stimulus depend on their process capability to calculate the potential action and object identity. Neuromarketing explained how marketing activity will stimulate and educate consumer preferences from marketers creativity. Dual process theory become the main foundation for marketers to create ethical marketing stimuli in order to process the stimulus effect. Traditional neuromarketing research explained these preferences process on theoritical constructs whereas neuroscience clarified which psychology and somatic response. These paper contributed for new development in marketing management research by experiment to gain external validity development. These external validity will be answered by machine learning methodology which suitable to process medical devices data such as electrochephalography (EEG). The research in consumer emotion is very limited because of the most researchers could not capable to explain the dynamics of cognitive and affective functions. These paper try to explain neuromarketing concepts via medical devices to predict and process consumer emotion from specific stimuli to get the insight of consumer preferences.
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Keywords: Consumer Response; Ethical Marketing; Neurobehaviour; Neurosciences; Stimulus

Document Type: Research Article

Affiliations: 1: Department of Economic and Business, Airlangga University, Surabaya 60286, Indonesia 2: Department of Informatics, Institut Teknologi Sepuluh Nopember, Surabaya 60111, Indonesia

Publication date: December 1, 2018

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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