Η μεθοδολογία του νευρομάρκετινγκ και πως επηρεάζει τον καταναλωτή
Neuromarketing's methodology and how it affects cosnumers
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Keywords
Μάρκα ; Νευρομάρκετινγκ ; Καταναλωτές ; Μάρκετινγκ ; Καταναλωτική συμπεριφορά ; ΕπωνυμίαAbstract
Since the earliest times, producers of goods have used their brands or marks to distinguish their products. Without doubt, pride on their products played a part in this evolution. More particularly, by specifying their products they provide purchasers with means of recognition and identification in case they wish to repurchase or recommend the products to others. In the last decade, branding has emerged as a top management priority due to the growing realization that brands are one of the most valuable intangible assets that one firm has.
In recent years neuroimaging has made progress to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. Neuromarketing is a new field where brain science meets marketing. Neuromarketing’s is to study how the brain is affected by advertising and marketing strategies. In order to evaluate the effectiveness of these strategies, brain activity resulting from viewing an advertisement is monitored and measured using neuroimaging techniques such as functional Magnetic Resonance Imaging (fMRI) and electroencephalography (EEG).
Neuromarketing studies usually measure preference between products in terms of brand familiarity or product preference. In traditional marketing studies, measures such as the product preference for a particular advertisement is sometimes difficult to measure, as a viewer may hold cognitive biases. However, brand familiarity and product preference have been correlated with neural activity. The field of neuromarketing is still viewed with caution from consumer protection groups as well as many academics, due to the possible ethical implications of designing advertisements to intentionally cause specific neurological effects.
The aim of the thesis is to present the concepts of branding and neuromarketing. Through the literature review are analysed both the types of branding and neuromarketing’s techniques. Moreover there is a reference to the connection between neuromarketing and the consumer's purchasing behaviour.