A 2-tuple integrated DEA-based approach for neuromarketing technology evaluation
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DOI: 10.1108/k-01-2018-0014
Abstract: Purpose Neuromarketing, which is an interdisciplinary area, concentrates on evaluating consumers’ cognitive and emotional reactions to different marketing stimuli. In spite of advantages, neuromarketing still requires development and lacks a strong theoretical framework. Techniques that… read more here.
Keywords: evaluation; approach; dea based; neuromarketing technology ... See more keywords