Abstract
At its core, neuromarketing aims to better understand the impact of marketing stimuli, by observing and interpreting human emotions. The rationale behind neuromarketing is that human decision making is not so much a conscious process. Instead, there is more and more evidence that the willingness to buy products and services is an emotional process where the brain uses shortcuts to accelerate the decision-making process.
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Thomas, A.R. (2017). Introduction. In: Thomas, A., Pop, N., Iorga, A., Ducu, C. (eds) Ethics and Neuromarketing. Springer, Cham. https://doi.org/10.1007/978-3-319-45609-6_1
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DOI: https://doi.org/10.1007/978-3-319-45609-6_1
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Online ISBN: 978-3-319-45609-6
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