Compte-rendu du colloque Neurmarketing de

1"
COLLOQUE"NEUROMARKETING!
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Compte"rendu&du&colloque&
Neurmarketing,de,Sorbonne,Symposium!
L’association"Sorbonne"Symposium"a"organisé"un"colloque"portant"
sur"le"thème"suivant":"«"Neuromarketing,"un"outil"pour"améliorer"sa"
stratégie" à" l’international"»." Organisé" par" les" étudiants" du" master"
Négociation" Commerciale" Internationale" de" la" Sorbonne" Nouvelle,"
Paris"3,"ce"colloque"a"eu"lieu"le"jeudi"12"janvier"de"14h"à"17h30"à"la"
Maison"de"l’Italie"à"la"Cité"Universitaire."
Sujets"principaux":"
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• "#$%&'()*+,-!
• ./0!12,)&+2,,$33$!$&!(443+)(&+2,5!(6!7('*$&+,-!
Intervenants"invités":"
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• Antoine'Luu8!9+'$)&$6'!)277$')+(3!"#$%:'()*+,-!:2;++!"6'24$!<6=%>6$5&!
(,&2+,$?366@&2;;+?)278!AB!CD!EF!AC!GE!
• Cécile'Arias8!9+'$)&'+)$!=$!3H+,5&+&6&!",%&I&$!
• Dr.'Laurence'Dricot8!J,+K$'5+&L!M(&N23+O6$!=$!P26K(+,!QR$3-+O6$S!
• Prof.'Arnaud'Petre8!J,+K$'5+&L!M(&N23+O6$!=$!P+33$!$&!=+'$)&$6'!=$!R'(+,!.74()&!
(',(6=@;'(+,+74()&?1'8!TDC!QASUVB!WG!FE!UF!
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! !

2"
COLLOQUE"NEUROMARKETING!
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1."Introduction"et"présentations"
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2."Mesure"du"comportement"des"consommateurs"par"l’eyeXtracking"
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EyeXtracking"vs."méthodes"déclaratives"
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EyeXtracking"et"les"autres"mesures"
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La"technique"de"l’eyeXtracking"
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infrarouges?!!
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• P(!4$'52,,$!L&6=+L$!42'&$!6,!)(5O6$!26!=$5!36,$&&$5!56'!3(!&I&$?!
• Remote&b!3$!=+5425+&+1!$5&!=(,5!3HL)'(,?!

3"
COLLOQUE"NEUROMARKETING!
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Ce"que"l’eyeXtracking"mesure"
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Applications"en"mesure"du"comportement"
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• digital8!426'!(7L3+2'$'!3H$'-2,27+$!=$5!+,&$'1()$5!
• publicitaire!QLK(36$'!)$!O6+!(&&+'$!3H(&&$,&+2,S!
• recherche!Q=+(-,25&+)!=H]3gN$+7$'8!4('!$Y$743$S!
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Autres"applications"de"l’eyeXtracking"
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4"
COLLOQUE"NEUROMARKETING!
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Des"résultats"à"interpréter"
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Budget"moyen"
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3."Le"neuromarketing,"révélateur"des"points"forts"et"points"faibles"
de"la"marque""
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L’électro"encéphalogramme"
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L’Imagerie"par"Résonnance"Magnétique"fonctionnelle"
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5"
COLLOQUE"NEUROMARKETING!
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Un"protocole"scientifique"
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L’image"de"marque"
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4."Aspects"scientifiques"et"techniques"de"l’IRMf"
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