...Nanouk Verhulst; Arne De Keyser; Anders Gustafsson; Poja Shams; Yves Van Vaerenbergh Employee Customers Neuroscience Service experience Servicescape Bodily changes The neuroscientific method has considered valuable to advance a wide variety of scientific (sub)domains including...

...). In the last decade, the use of neurophysiological data to measure marketing ROI and brand equity has emerged as another paradigm shift in data‐driven marketing, with neuroscience data being increasingly referred to as the new “scanner” data (Venkatraman et al., 2012). As a result, there has been...