Authors : Renata Giacomin Menezes, Carlos Alberto Goncalves and Cristiana Fernandes de Muylder
Abstract: The aim of this study is to discuss the use of sensory marketing method and its junction with Neuroscience knowledge applied in consumer behavior studies field. The research is a descriptive theoretical essay, discusses the application of Neuroscience as a method that measures physiological responses and their relationships with the sensory marketing, two synergistic methods and its explanatory reach the consumer choice decision. On one side, the sensory experiments that affect the most basic natural senses (sight, touch, taste, smell and hearing) and the Neuroscience seeking about the sensations with measurable physiological responses for example, eye movements of the face, galvanic skin response among others that may or are combined the new marketing experiments. Thus, it’s shown how the marketing and sensory Neuroscience present as synergists methods that contribute to field studies with information of measured physiological responses valence and potential in the solution marketing problems.
Renata Giacomin Menezes, Carlos Alberto Goncalves and Cristiana Fernandes de Muylder, 2016. Sensorial Marketing and Neuroscience: Neuroscience Contributions to the Marketing Field. International Business Management, 10: 1672-1678.