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


KYBERNETES, cilt.48, sa.5, ss.949-966, 2019 (SCI İndekslerine Giren Dergi) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 48 Konu: 5
  • Basım Tarihi: 2019
  • Doi Numarası: 10.1108/k-01-2018-0014
  • Dergi Adı: KYBERNETES
  • Sayfa Sayıları: ss.949-966


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.