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


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

  • Publication Type: Article / Article
  • Volume: 48 Issue: 5
  • Publication Date: 2019
  • Doi Number: 10.1108/k-01-2018-0014
  • Title of Journal : KYBERNETES
  • Page Numbers: pp.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.