Το νευρομάρκετινγκ και η επίδρασή του στη συμπεριφορά του καταναλωτή
The neuromarketing and the impact on the consumer's behavior
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Keywords
Νευρομάρκετινγκ ; Καταναλωτική συμπεριφορά ; ΝευροεπιστήμεςAbstract
This dissertation aims to analyze the growing science of Neuromarketing. It will try to link
it to consumer behavior. It will also examine the impact of Neuroscience techniques on the
process of selecting products or services. It is a fact that the consumer cannot help completely
with traditional methods as his feelings and unconscious decisions have a great influence on his
decisions. It focuses on the internal, psychological and emotional factors that lead the person
to the decisions he makes in his life and above all, in this study, purchasing. Neuroscience
evolves and develops new methods understanding the feelings and minds of consumers in order
to better serve its needs and better promote products or services for the company.
It will also try to link Neuromarketing with traditional marketing as well as creating a Brand.
This work will therefore analyze the techniques of Neuromarketing and through examples,
scientific articles and research will try to prove that Neuromarketing is an important helper in
the consumer's purchasing choices and behavior. By analyzing research methods of full
understanding of the consumer's mind as well as techniques of designing an attractive product
we will see how companies manage to lead to the desired feelings of consumers.