The objective of this article is to evaluate whether neuromarketing tools, like eye trackers and electroegephalography (EEG), in the form of an integrated software system (NeuroMkt) can be used by small-medium marketing agencies to evaluate their clients’ marketing material. Results that are based on physiological responses are more valid compared to results that are based on customers’ self-reported data. However, with the specialized knowledge that is required to use neuromarketing tools, it is uncertain whether marketers can embrace this change in the marketing field. The findings of this study provide evidence that small-medium marketing agencies are really interested in gaining information about eye trackers and EEG and if the cost is permittable they are willing to use them in the near future. However, a crucial factor for using such tools is whether their clients openness towards the use of such methods in their campaigns. Small-medium marketing admit that lack of appropriate knowledge to clearly understand results and outputs of eye tracking and EEG is a caveat for using such methods. Therefore, they require simple and easy to understand information from future neuromarketing software. This study is part of a research project around the evaluation of a neuromarketing system to improve the promotion of groceries.
|Title of host publication||Advances in Digital Marketing and eCommerce - Third International Conference, 2022|
|Editors||Francisco J. Martínez-López, Luis F. Martinez|
|Publisher||Springer Science+Business Media|
|Number of pages||7|
|Publication status||Published - 8 Jun 2022|
|Event||3rd Digital Marketing and eCommerce Conference, DMEC 2022 - Barcelona, Spain|
Duration: 29 Jun 2022 → 30 Jun 2022
|Series||Springer Proceedings in Business and Economics|
|Conference||3rd Digital Marketing and eCommerce Conference, DMEC 2022|
|Period||29/06/22 → 30/06/22|
Bibliographical notePublisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.