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中国生物医学工程学报
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基于神经营销的广告数字评价研究综述
1 杭州电子科技大学计算机学院, 杭州 310018
2 复杂系统建模与仿真教育部重点实验室, 杭州 310018
The Survey of Digital Evaluation of Advertising with Neuromarketing
1 School of Computer Science, Hangzhou Dianzi University, Hangzhou 310018, China
2 Key Laboratory of Complex System Modeling and Simulation of Education Ministry, Hangzhou 310018, China
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摘要 As the development of brain imaging technology, the neuromarketing has been widely studied and successfully used in terms of brand benefits, advertising/marketing, pricing strategies and product promotion. This paper reviewed the state of art of applications in advertising evaluation with neuromarketing in recent years. It also introduced the principles and methods which applied in neuromarketing with functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and magnetoencephalography (MEG), their pros and cons were further discussed. Finally, the existing questioning of their effectiveness and the ethical controversy were reviewed and summarized, also the future direction of neuromarketing was prospected.
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孔万增1
2* 徐思佳1戴国骏1
2胡三清1
关键词 neuromarketingadvertising evaluationbrain imagingreview    
Abstract:As the development of brain imaging technology, the neuromarketing has been widely studied and successfully used in terms of brand benefits, advertising/marketing, pricing strategies and product promotion. This paper reviewed the state of art of applications in advertising evaluation with neuromarketing in recent years. It also introduced the principles and methods which applied in neuromarketing with functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and magnetoencephalography (MEG), their pros and cons were further discussed. Finally, the existing questioning of their effectiveness and the ethical controversy were reviewed and summarized, also the future direction of neuromarketing was prospected.
Key wordsneuromarketing    advertising evaluation    brain imaging    review
    
基金资助:国家自然科学基金(61102028);国家国际科技合作专项(2014DFG12570);浙江省重大国际合作项目(2011C14017)
引用本文:   
孔万增1,2* 徐思佳1戴国骏1,2胡三清1. 基于神经营销的广告数字评价研究综述[J]. 中国生物医学工程学报, 2014, 33(3): 358-365.
KONG Wan Zeng1,2* XU Si Jia1       Dai Guo Jun1,2 HU San Qing1. The Survey of Digital Evaluation of Advertising with Neuromarketing. journal1, 2014, 33(3): 358-365.
链接本文:  
http://cjbme.csbme.org/CN/ 10.3969/j.issn.0258-8021. 2014. 03.014     或     http://cjbme.csbme.org/CN/Y2014/V33/I3/358
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