Brain's valuation networks and consumers' neuroscience methods in the fuzzy front-end innovation process

Jyrki Suomala*, Pekka Berg

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Abstract

This chapter explains how analysis of the structure and activities of the human brain can help develop our understanding of consumers' responses to marketing actions. It explains how the brain's semantic pointers (SPs) are products of binding of sub-representations. The valuation network is a SP and fuzzy front-end (FFE) innovation process that can be reinforced by taking it into account. Neuroscientific methods are presented from the FFE point of view. IT identifies that confidence between stakeholders is the key for success when applying neuroscience and how to achieve that confidence.

Original languageEnglish
Title of host publicationThe Routledge Companion to Marketing Research
PublisherRoutledge
Pages247-257
Number of pages11
ISBN (Electronic)9781134826797
ISBN (Print)9781138682788
Publication statusPublished - 28 Jun 2021
MoE publication typeA3 Part of a book or another research book

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