Journal of Consumer Behaviour

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Volume 7 Issue 4‐5 (July ‐ October 2008), Pages 263-419

Neuromarketing and the perception of knowledge (pages 415-419)


  • The emerging field of neuromarketing reveals that knowledge has plasticity. In other words, different stakeholders, marketing researchers and practitioners, perceive the development and application of neuromarketing knowledge in different ways. Having different perceptions of knowledge is not a new issue, but finding new interconnections between those perceptions is beneficial to knowledge creation and diffusion. The research–practice gap in neuromarketing is briefly discussed and then resolved through the contribution of this commentary, the proposal of a novel Neuromarketing Research Model. The Model interconnects basic research reporting, applied research reporting, media reporting and power processes.

Copyright © 2008 John Wiley & Sons, Ltd.

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