A 2-tuple integrated DEA-based approach for neuromarketing technology evaluation


KYBERNETES, vol.48, no.5, pp.949-966, 2019 (SCI-Expanded) identifier identifier

  • Publication Type: Article / Article
  • Volume: 48 Issue: 5
  • Publication Date: 2019
  • Doi Number: 10.1108/k-01-2018-0014
  • Journal Name: KYBERNETES
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Scopus
  • Page Numbers: pp.949-966
  • Keywords: Data envelopment analysis, Neuromarketing, Fuzzy decision-making, 2-Tuple linguistic representation, Fusion of fuzzy information, Technology selection, LINGUISTIC REPRESENTATION MODEL, DECISION-MAKING, EFFICIENT UNIT, COMMON SET, FUZZY, INFORMATION, WEIGHTS, FUSION, AGGREGATION
  • Galatasaray University Affiliated: Yes


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 are used in neuromarketing studies have different superiorities and limitations, and thus, there is a need for the evaluation of the relevance of these techniques. The purpose of this study is to introduce a novel integrated approach for the neuromarketing research area.