...-Kwifi can be contacted at: oalkwifi@qu.edu.qa © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Emotion Perceived value Neuromarketing Brands Pleasure Functional magnetic resonance imaging Recently several studies have shown...

... decision, it should be possible to measure different levels of activation, valence, and reaction time, depending on the semantic design of the brand name. Marketing Neurosciences Branding Brand names Brand name processing Consumer behaviour fMRI research Neural systems Neuromarketing...

... making of humans. The author underlines that “emotions are not in conflict with rational behaviour”, but they actually “cause rational behaviour” (p. 18). The practice of neuromarketing is not without its critics. While emphasizing the contribution of neuroscience to marketing, Du Plessis also...