2024
DOI: 10.4018/979-8-3693-9351-2.ch005
|View full text |Cite
|
Sign up to set email alerts
|

Neuromarketing and Financial Decision Making

Simanpreet Kaur,
Anjali

Abstract: Neuromarketing itself represents an application of neuroscience to marketing, guiding the very neural and emotional mechanisms of consumer behavior and providing important insights into financial decision-making. EEG and functional magnetic resonance imaging are two techniques researchers use to trace the ways in which financial stimuli, including investment options, risk assessments, and financial product advertisements, activate different regions of the brain. This paper is aimed at analyzing the role of emo… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

0
0
0

Publication Types

Select...

Relationship

0
0

Authors

Journals

citations
Cited by 0 publications
references
References 61 publications
0
0
0
Order By: Relevance

No citations

Set email alert for when this publication receives citations?