Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14365/5179
Title: | Neuromarketing Concepts in Food Studies | Authors: | Turhan, Kamile Nazan Gürkaynak, Nilgün Sadikzade, R. |
Keywords: | food marketing neuro imaging sensory marketing Commerce Consumer behavior Eye tracking Food products Physiological models Product design Application fields Emotional response Eye-tracking Food marketing Marketing IS Neuro-imaging Neuromarketing Physiological response Sensory marketing Sub fields Brain |
Publisher: | Institute of Electrical and Electronics Engineers Inc. | Abstract: | Food marketing is an application field with extensive repercussions. Consumer neuroscience is an emerging sub-field that is gaining popularity, providing better insights about the consumer's brain and behavior. To have a better understanding about consumer's physiological and emotional response to food products, methods such as EEG, fMRI, eye tracking and GSR help to measure the customers' brain activities against food product design and food service. The EEG technique records brainwave patterns during stimulation which could be pictures, odour, sound and taste. The aim of this study is to review the principles and application of EEG in food research and identify future research areas to optimize food marketing strategies. © 2023 IEEE. | Description: | 2023 Medical Technologies Congress, TIPTEKNO 2023 -- 10 November 2023 through 12 November 2023 -- 195703 | URI: | https://doi.org/10.1109/TIPTEKNO59875.2023.10359186 https://hdl.handle.net/20.500.14365/5179 |
ISBN: | 9798350328967 |
Appears in Collections: | Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection |
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