H επίδραση του neuromarketing στην συμπεριφορά του καταναλωτή
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Καταναλωτική συμπεριφορά ; Νευροεπιστήμες ; Νευρομάρκετινγκ ; ΜάρκετινγκAbstract
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.