01 Oct Bridging the Gaps between Neuromarketing Theory & Practice FFM
Dr. Steffen Schmidt and Dr. Matthias Rothensee presented in their talk on Neuromarketing Theory & Practice, an approach that combines the application of implicit and explicit techniques which allows to have a better understanding of the brand.
The study is based on integrated measurements of implicit and explicit techniques exploring the brand phenomena. The demonstrated prognostic and diagnostic added value of integrated approaches of measurements for customer-oriented brand management is clearly better in comparison to a single measurement.
Find more information here: NTP