H επίδραση του neuromarketing στην συμπεριφορά του καταναλωτή
Ματσακά, Μαριλένα Θ.
The aim of this paper is to study the science of neuro-marketing, to link it to the marketing science and, above all, to the behavior of the consumer, especially the children, and to present both theoretically and practically the contribution of Neuroscience’s techniques in the process of making purchasing decisions. It is a fact that the behavior of the consumer cannot be measured by the individual himself or by the researchers with the traditional methods of research as he is influenced by his feelings and experiences. Questions such as "why did you choose the specific product or brand?" And "what impressed you in advertising?" will never be answered with conviction and certainty. However, the evolution of technology and neuroscience allows researchers to explore the consumer's mind and understand the intricate functions that take place inside it. Therefore, this study attempted to gather all research articles and reports and to demonstrate whether neuromarketing contributes to the decision-making process. Through the analysis of the literature presented, it is shown that neuromarketing plays a major role in the decision-making process and the general behavior of the consumer.