“Business-to-Business-to-Brain?” Reviewing Neuroscience Research in B2B-Marketing Using TCCM Analysis
Journal of Business-to-Business Marketing,
Год журнала:
2024,
Номер
31(4), С. 421 - 445
Опубликована: Авг. 1, 2024
Purpose
Neuroscientific
findings
seem
to
call
into
question
several
psychological
fundaments
of
research
in
B2B-Marketing.
Neuroscience
was
also
recently
proposed
as
an
important
area
for
interdisciplinary
research,
potentially
leading
the
development
original,
courageous
ideas
B2B
research.
applications,
guidelines,
and
future
directions
have
been
discussed
various
fields.
In
marketing,
there
are
calls
further
adopting
neuroscience
introduction
what
marketing
could
learn
from
it.
Язык: Английский
The Influence of Neuromarketing on Investors' Perceptions of Sustainable Finance
Advances in business strategy and competitive advantage book series,
Год журнала:
2024,
Номер
unknown, С. 21 - 38
Опубликована: Окт. 18, 2024
This
chapter
delves
into
how
neuromarketing
techniques
influence
investors'
perceptions
of
sustainable
finance
by
exploring
cognitive
drivers
such
as
emotional
triggers,
perceived
financial
returns,
ESG
(Environmental,
Social,
Governance)
awareness,
and
social
responsibility
motivations.
The
research
reveals
the
intricate
dynamics
factors
shaping
green
investment
behaviors.
It
advocates
for
a
paradigm
shift,
urging
institutions,
regulators,
policymakers
to
incorporate
these
insights
strategies
that
align
capital
markets
with
sustainability
goals,
fostering
ethical
wealth
creation
global
socio-environmental
resilience.
Язык: Английский