TY  - GEN 
AU  - Bigne, Enrique
AU  - Boksem, Maarten
AU  - Casado-Aranda, Luis Alberto
AU  - García-Madariaga, Jesús
AU  - Gier‐Reinartz, Nadine R.
AU  - Guerreiro, João
AU  - Loureiro, Sandra
AU  - Kakaria, Shobhit
AU  - Smidts, Ale
AU  - Wedel, Michel
PY  - 2025
UR  - https://hdl.handle.net/10481/106593
AB  - Consumer neuroscience is gaining attention in the marketing field. The growing interest calls for a framework integrating neuroscience
in marketing. This paper aims to serve as a practical guide for conducting consumer research using...
LA  - eng
PB  - Wiley Periodicals LLC
KW  - Consumer neuroscience
KW  - EEG
KW  - Eye-tracking
TI  - How to Conduct Valuable Marketing Research With Neurophysiological Tools
DO  - 10.1002/mar.70002
ER  -