An approach to the implementation of neuromarketing techniques by European private TV broadcasters
DOI:
https://doi.org/10.3145/epi.2019.sep.04Resumen
Changes on media context urge companies to adopt alternative and innovative strategies for decision-making regarding audience´s habits and preferences. In this respect, the neuroscience methodology provides an appealing option to analyze consumers´ viewing experience. This paper aims to determine the impact of neuromarketing on TV channels for the latter purpose, through an in-depth review and a survey addressed to analyze the use of this methodology by European private broadcasters. The results achieved point to the potential of neuromarketing to improve efficacy of linear and non-linear TV commercial spaces, as well as to design television contents and to optimize the impact of social TV and multiscreen viewing.
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