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dc.contributor.authorNilashi, Mehrbakhsh
dc.contributor.authorYadegaridehkordi, Elaheh
dc.contributor.authorSamad, Sarminah
dc.contributor.authorMardani, Abbas
dc.contributor.authorAhani, Ali
dc.contributor.authorAljojo, Nahla
dc.contributor.authorRazali, Nor Shahidayah
dc.contributor.authorTajuddin, Taniza
dc.date.accessioned2020-07-21T03:57:20Z
dc.date.available2020-07-21T03:57:20Z
dc.date.issued2020
dc.identifier.issn2073-8994
dc.identifier.doi10.3390/sym12020305
dc.identifier.urihttp://hdl.handle.net/10072/395671
dc.description.abstractSustainable products and their marketing have played a crucial role in developing more sustainable consumption patterns and solutions for socio-ecological problems. They have been demonstrated to significantly decrease social consumption problems. Neuromarketing has recently gained considerable popularity and helped companies generate deeper insights into consumer behavior. It has provided new ways of conceptualizing consumer behavior and decision making. Thus, this research aims to investigate the factors influencing managers’ decisions to adopt neuromarketing techniques in sustainable product marketing using the fuzzy analytic hierarchy process (AHP) approach. Symmetric triangular fuzzy numbers were used to indicate the relative strength of the elements in the hierarchy. Data were collected from the marketing managers of several companies who have experience with sustainable product marketing through online shopping platforms. The results revealed that the accuracy and bias of neuromarketing techniques have been the main critical factors for managers to select neuromarketing in their business for advertising and branding purposes. This research provides important results on the use of neuromarketing techniques for sustainable product marketing, as well as their limitations and implications, and it also presents useful information on the factors impacting business managers’ decision making in adopting neuroscience techniques for sustainable product development and marketing.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherMDPI
dc.relation.ispartofpagefrom305
dc.relation.ispartofissue2
dc.relation.ispartofjournalSymmetry
dc.relation.ispartofvolume12
dc.subject.fieldofresearchCommerce, Management, Tourism and Services
dc.subject.fieldofresearchcode15
dc.subject.keywordsScience & Technology
dc.subject.keywordsMultidisciplinary Sciences
dc.subject.keywordsScience & Technology - Other Topics
dc.subject.keywordssustainable product
dc.subject.keywordsgreen marketing
dc.titleDecision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationNilashi, M; Yadegaridehkordi, E; Samad, S; Mardani, A; Ahani, A; Aljojo, N; Razali, NS; Tajuddin, T, Decision to Adopt Neuromarketing Techniques for Sustainable Product Marketing: A Fuzzy Decision-Making Approach, Symmetry, 2020, 12 (2), pp. 305
dcterms.licensehttps://creativecommons.org/licenses/by/4.0/
dc.date.updated2020-07-21T03:51:59Z
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
gro.hasfulltextFull Text
gro.griffith.authorAhani, Ali


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