Ο νευραλγικός ρόλος του νευρομάρκετινγκ στη διαμόρφωση της συμπεριφοράς του καταναλωτή και στη διαδικασία λήψης αποφάσεων
The crucial role of neuromarketing in shaping consumer behavior and the decision-making process
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Keywords
Νευρομάρκετινγκ ; Νευροεπιστήμες ; Νευροοικονομία ; Καταναλωτές ; Καταναλωτική συμπεριφορά ; Συναίσθημα ; Υποσυνείδητο ; Προϊόντα ; Τεχνικές απεικόνισηςAbstract
The aim of this thesis is to elaborate the ever-evolving scientific field of neuromarketing and its inextricable link with consumer behavior, which is expressed by exploring the consumer mind using neuroimaging methods and the conclusions from the understanding of biometrics. Furthermore, the applications and practices of the neuromarketing principles at the business level are presented and thus it is easier to understand what neuromarketing techniques and strategies many companies have turned to in order to attract the interest and attention of consumers. In essence, through research methods, neuromarketing focuses on the subconscious desires of consumers.
Inevitably, the ethical issues raised by the use of neuromarketing research findings should not be ignored, but as can be seen in the present work, they can be avoided by the responsible and conscious attitude of the scientists who should specifically follow ethical standards. Therefore, examples of neuromarketing techniques in practice are analyzed and the case study of Nestle Hellas is presented, which although so far has not used neuromarketing experiments to neuroimaging consumer behavior and their response to various ads, brands, etc., however, it has been observed that it uses many neuromarketing
techniques and strategies (cf. Chapter 2) to achieve consumer attraction by stimulating the latter’s attention.
Postgraduate Studies Programme
Οικονομική και Επιχειρησιακή ΣτρατηγικήDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
95Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα