Νευρομάρκετινγκ: η συσχέτιση του με το παραδοσιακό μάρκετινγκ και η θεωρία πίσω από την συμπεριφορά του καταναλωτή

Ευαγγέλου, Μαρία

Neuromarketing: the association with traditional marketing and the theory behind the consumer behavior

Master Thesis

Author

Ευαγγέλου, Μαρία

Date

2017-09

Abstract

The present bachelor thesis aims to study the new sector of Neuromarketing and its overall impact on economy and consumer's behavior. Specifically, in a more detailed review of the study it is observed that the 1st chapter analyzes the concept of Neuromarketing and its techniques. In particular, there is an introduction in neuroeconomics and how it helped traditional economic theory and especially the marketing sector to evolve. In addition, the basic concepts of neurology and the neuroscience techniques are analyzed and explained. Finally in this chapter a brief reference is made to Neuromarketing and to some of the experiments in which it is applicable. In the 2nd chapter, the main sense of the traditional marketing theory is presented and an analytical reference is made to point out the influence of Neuromarketing on the evolution of marketing. In the 3rd chapter , the 2 theories, traditional and modern, are compared and commented while at the end of the chapter some applications are presented in order to understand the usefulness of each sector in the economy and society. Before the end of the study, in the 4th chapter, the consumer's behavior is analyzed extensively, which is a common attraction of the 2 aforementioned sciences, giving more attention to the factors which influence the consumer's behavior and his decisions but also to the relationship it haw with the Neuromarketing. Finally, in the 5th chapter of this paper there is a summary of the conclusions resulting from the implementation of Neuromarketing and the criticism it receives.

Postgraduate Studies Programme

Οικονομική και Επιχειρησιακή Στρατηγική

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/10482

Collections

Τμήμα Οικονομικής Επιστήμης

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