Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations

  title={Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations},
  author={Ver{\'o}nica Crespo-Pereira and Beatriz Leger{\'e}n-Lago and Jaime Arregui-McGullion},
  booktitle={Frontiers in Communication},
Technological advances in the field of neuroscience have generally been well-received in the entertainment and advertising industries, where there are great commercial benefits linked to knowing the most intimate aspects of how audiences and consumers respond to different messages. Despite this interest in the results of neuroscience research, large enterprises seem to resist implementing them in their marketing activities, thus limiting the development of the discipline. This research reflects… Expand

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