ABACUS Repository

Institutional repository of the Universidad Europea where the scientific production of its research community is collected. The purpose of the repository is to provide access and visibility to this work by gathering, preserving and disseminating this production.

 

Recent Submissions

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Neuromarketing and the gaming consumer: a systematic review of attention, emotion, and memory in player engagement and retention
(2026) Jiménez Duarte, Sandra; Castilla Cebrian, Guillermo
The global video game industry has grown faster than other cultural sectors, intensifying competition for player attention, engagement, and retention. Firms increasingly combine digital marketing with neuromarketing—methods from cognitive neuroscience measuring attention, emotion, and memory to understand the implicit processes behind consumer decisions. However, evidence on how these approaches shape gaming retention, and how their effects can be validly measured, remains fragmented. The review offers an integrative framework for studying the gaming consumer and sets priorities for ecologically valid, ethically governed research.
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El art. 9.4 del Código Civil y la gestación por sustitución
(Dykinson, 2026) Goñi Huarte, Elena

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