Neuromarketing στον χώρο της υγείας

Διαμάντη, Χριστίνα

Master Thesis

Author

Διαμάντη, Χριστίνα

Date

2018-11

Abstract

The aim of the current study was the recording of the techniques that are mainly used in neuromarketing and also to investigate their impact on the Greek consumer. Then, based on the results of the study, an appropriate proposal for the implementation of these techniques in the field of health was designed, and more specifically, for the promotion of the important message of prevention. For the above purpose, questionnaires that included common questions and neurotests were distributed in electronic form, in response to a random sample of 33 individuals. For this study, it was essential to examine both the classic ways of investigating consumer behavior but also to include ways of determination of the thoughts and the intention of participants, based on methods used in neuroscience. A key feature of the study is that consumers did not really know what they wanted. The processing of the responses based on conscious choice, and also on the neurotests, led to conclusions that formed an optimal profile for the construction of a social message; a message that aimed at health prevention by protecting and caring for vital organs of the human body. To conclude, a cooperation between the Ministry of Health and a well-known coffee company was proposed, in order to include a self-adhesive message on the packaging of the caffeine for the improvement of the Greek population health.

Postgraduate Studies Programme

Οικονομικά και Διοίκηση της Υγείας

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/11662

Collections

Τμήμα Οικονομικής Επιστήμης

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