Νευρομάρκετινγκ: η συσχέτιση του με το παραδοσιακό μάρκετινγκ και η θεωρία πίσω από την συμπεριφορά του καταναλωτή
Neuromarketing: the association with traditional marketing and the theory behind the consumer behavior
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Keywords
Νευροοικονομία ; Νευροεπιστήμες ; Νευρομάρκετινγκ ; Μάρκετινγκ ; Καταναλωτική συμπεριφοράAbstract
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.