Document detail
ID
doi:10.1007/s11002-022-09654-3...
Author
Javor, Andrija Koller, Monika Lee, Nick Breiter, HansLangue
enEditor
Springer
Category
Neuroscience
Year
2022
listing date
12/8/2022
Keywords
vulnerable consumers research methods neuroscience brain health causal inference marketing ethics brain health consumersAbstract
We propose here that marketing research should increase consideration of the brain health of consumers, and argue that it would help both extend our current knowledge of vulnerable and other marginalised groups, as well as extend generalizability and external validity of marketing research in general.
We show that such a focus would help enrich methodology, especially around causal inference, as well as impact on our understanding of a number of key emerging themes in marketing research.
We particularly focus on the consumer behaviour around digitalisation, as well as compulsive buying behaviour.
Further, we show that increasing consideration of consumer brain health will further efforts towards inclusivity of marketing, and help continue progress towards marketing research as a force for good.
Javor, Andrija,Koller, Monika,Lee, Nick,Breiter, Hans, 2022, Vulnerable consumers: marketing research needs to pay more attention to the brain health of consumers, Springer
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Vulnerable consumers: marketing research needs to pay more attention to the brain health of consumers
vulnerable consumers research methods neuroscience brain health causal inference marketing ethics brain health consumers
