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
  • 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


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.