Recent years has seen an explosion in the application of neuroscience techniques to market resear... more Recent years has seen an explosion in the application of neuroscience techniques to market research, known as neuromarketing. The aim of this paper is to contribute to both theoretical and practical aspects of neuromarketing research by presenting a new and innovative neuroscience tool for studying marketing-relevant behavior, namely GRAIL. GRAIL combines different devices (e.g. EEG, ET, facial EMG) into one single real-time device. It can help researchers and practitioners to measure physiological responses (external reflexes) and brain activity (internal reflexes) simultaneously. We argue that this new tool can improve neuromarketing research in several ways, namely in reducing the costs of neuromarketing research, improving the efficiency and accuracy of neuromarketing experiments, and recreating real-life purchase experiences using virtual reality and personalized scenarios.
This research attempts to (1) identify the factors that influence strategic decision making (i.e.... more This research attempts to (1) identify the factors that influence strategic decision making (i.e., a choice made among various strategic options), and (2) establish their relative importance in the context of new product development. Hence, this study's research question is formulated as follows: from a descriptive perspective what factors prevail in managers' strategic decision making on new product development, and
The use of neuroscience tools to study consumer behavior and the decision making process in marke... more The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experienc...
Behavioral costs as determinants of cost perception and preference formation for gifts to receive... more Behavioral costs as determinants of cost perception and preference formation for gifts to receive and gifts to give
Citation for published version (APA): Verhallen, T. M. M., & Robben, H. S. J. (1995). Unavailabil... more Citation for published version (APA): Verhallen, T. M. M., & Robben, H. S. J. (1995). Unavailability and the evaluation of goods. Kyklos, 48(3), 369-
The use of neuroscience tools to study consumer behavior and the decision making process in marke... more The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experienc...
Journal of Product Innovation Management, Mar 9, 2004
J PROD INNOV MANAG 2004; 21: 79–94 r 2004 Product Development & Management Association predominan... more J PROD INNOV MANAG 2004; 21: 79–94 r 2004 Product Development & Management Association predominantly is the responsibility of the firm, whereas promotion and distribution often are in control of organizations outside the firm (eg, advertising agencies, major retailers) and whereas the channel or the market often dictates the price. Both implications provide ample opportunities for further research on market orientation and NPD.
Abstract: Empirical research has demonstrated that a market orientation has in general a positive... more Abstract: Empirical research has demonstrated that a market orientation has in general a positive effect on organizational performance. The potential benefits of a market orientation have, however, not been realized because academics and practitioners do not yet understand the modus operandi that transform market orientation into superior organizational performance.
Page 1. New consumer product launch: strategies and performance ERIK JAN HULTINK Delft University... more Page 1. New consumer product launch: strategies and performance ERIK JAN HULTINK Delft University of Technology, Department of New Product Development, Marketing Section, Kalfalaan 9, 2628 BX Delft, The Netherlands ...
... Page 23. WAAR WEGEN SAMENKOMEN 21 irrelevante complexiteit van Louis van Gaal?4 Marktoriëntat... more ... Page 23. WAAR WEGEN SAMENKOMEN 21 irrelevante complexiteit van Louis van Gaal?4 Marktoriëntatie gaat over het geven aan de klanten wat zij van waarde vinden, en op hetzelfde moment iets goeds doen voor de organisatie5. ...
In dit artikel wordt ingegaan op de recente ontwikkelingen met be-trekking tot de managementactiv... more In dit artikel wordt ingegaan op de recente ontwikkelingen met be-trekking tot de managementactiviteiten gericht op de keten die begint bij het winnen van grondstoffen en via toeleveranciers, fabrikanten en de (detail)handel loopt naar de eindgebruikers. De moderne denkbeelden op dit terrein worden samengevat met de term Demand & Supply Chain Management (DSCM); het management van de keten die onafhankelijke klanten en leveranciers verbindt als ware het een enkele en-titeit met het doel om waarde te cre�ren en verspilling te reduceren door de vrijwillige co�rdinatie van de doelen en activiteiten van alle organisaties in de keten. Het artikel begint met een bespreking van waarom DSCM tegenwoordig veel aandacht krijgt. Met name wordt ingegaan op de verschuivende machtsverhoudingen in de keten, de outsourcing-trend, de toenemende druk op voorraden en de zogenaamde ketenomkering. Ook komen de toegenomen milieu- en kwaliteitseisen en de storm-achtige ontwikkeling in de ICT aan de orde. Ve...
Recent years has seen an explosion in the application of neuroscience techniques to market resear... more Recent years has seen an explosion in the application of neuroscience techniques to market research, known as neuromarketing. The aim of this paper is to contribute to both theoretical and practical aspects of neuromarketing research by presenting a new and innovative neuroscience tool for studying marketing-relevant behavior, namely GRAIL. GRAIL combines different devices (e.g. EEG, ET, facial EMG) into one single real-time device. It can help researchers and practitioners to measure physiological responses (external reflexes) and brain activity (internal reflexes) simultaneously. We argue that this new tool can improve neuromarketing research in several ways, namely in reducing the costs of neuromarketing research, improving the efficiency and accuracy of neuromarketing experiments, and recreating real-life purchase experiences using virtual reality and personalized scenarios.
This research attempts to (1) identify the factors that influence strategic decision making (i.e.... more This research attempts to (1) identify the factors that influence strategic decision making (i.e., a choice made among various strategic options), and (2) establish their relative importance in the context of new product development. Hence, this study's research question is formulated as follows: from a descriptive perspective what factors prevail in managers' strategic decision making on new product development, and
The use of neuroscience tools to study consumer behavior and the decision making process in marke... more The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experienc...
Behavioral costs as determinants of cost perception and preference formation for gifts to receive... more Behavioral costs as determinants of cost perception and preference formation for gifts to receive and gifts to give
Citation for published version (APA): Verhallen, T. M. M., & Robben, H. S. J. (1995). Unavailabil... more Citation for published version (APA): Verhallen, T. M. M., & Robben, H. S. J. (1995). Unavailability and the evaluation of goods. Kyklos, 48(3), 369-
The use of neuroscience tools to study consumer behavior and the decision making process in marke... more The use of neuroscience tools to study consumer behavior and the decision making process in marketing has improved our understanding of cognitive, neuronal, and emotional mechanisms related to marketing-relevant behavior. However, knowledge about neuroscience tools that are used in consumer neuroscience research is scattered. In this article, we present the results of a literature review that aims to provide an overview of the available consumer neuroscience tools and classifies them according to their characteristics. We analyse a total of 219 full-texts in the area of consumer neuroscience. Our findings suggest that there are seven tools that are currently used in consumer neuroscience research. In particular, electroencephalography (EEG) and eye tracking (ET) are the most commonly used tools in the field. We also find that consumer neuroscience tools are used to study consumer preferences and behaviors in different marketing domains such as advertising, branding, online experienc...
Journal of Product Innovation Management, Mar 9, 2004
J PROD INNOV MANAG 2004; 21: 79–94 r 2004 Product Development & Management Association predominan... more J PROD INNOV MANAG 2004; 21: 79–94 r 2004 Product Development & Management Association predominantly is the responsibility of the firm, whereas promotion and distribution often are in control of organizations outside the firm (eg, advertising agencies, major retailers) and whereas the channel or the market often dictates the price. Both implications provide ample opportunities for further research on market orientation and NPD.
Abstract: Empirical research has demonstrated that a market orientation has in general a positive... more Abstract: Empirical research has demonstrated that a market orientation has in general a positive effect on organizational performance. The potential benefits of a market orientation have, however, not been realized because academics and practitioners do not yet understand the modus operandi that transform market orientation into superior organizational performance.
Page 1. New consumer product launch: strategies and performance ERIK JAN HULTINK Delft University... more Page 1. New consumer product launch: strategies and performance ERIK JAN HULTINK Delft University of Technology, Department of New Product Development, Marketing Section, Kalfalaan 9, 2628 BX Delft, The Netherlands ...
... Page 23. WAAR WEGEN SAMENKOMEN 21 irrelevante complexiteit van Louis van Gaal?4 Marktoriëntat... more ... Page 23. WAAR WEGEN SAMENKOMEN 21 irrelevante complexiteit van Louis van Gaal?4 Marktoriëntatie gaat over het geven aan de klanten wat zij van waarde vinden, en op hetzelfde moment iets goeds doen voor de organisatie5. ...
In dit artikel wordt ingegaan op de recente ontwikkelingen met be-trekking tot de managementactiv... more In dit artikel wordt ingegaan op de recente ontwikkelingen met be-trekking tot de managementactiviteiten gericht op de keten die begint bij het winnen van grondstoffen en via toeleveranciers, fabrikanten en de (detail)handel loopt naar de eindgebruikers. De moderne denkbeelden op dit terrein worden samengevat met de term Demand & Supply Chain Management (DSCM); het management van de keten die onafhankelijke klanten en leveranciers verbindt als ware het een enkele en-titeit met het doel om waarde te cre�ren en verspilling te reduceren door de vrijwillige co�rdinatie van de doelen en activiteiten van alle organisaties in de keten. Het artikel begint met een bespreking van waarom DSCM tegenwoordig veel aandacht krijgt. Met name wordt ingegaan op de verschuivende machtsverhoudingen in de keten, de outsourcing-trend, de toenemende druk op voorraden en de zogenaamde ketenomkering. Ook komen de toegenomen milieu- en kwaliteitseisen en de storm-achtige ontwikkeling in de ICT aan de orde. Ve...
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Papers by Henry Robben