Neuromarketing insights σχετικά με την λήψη αποφάσεων των καταναλωτών : αποκάλυψη υποσυνείδητων προτιμήσεων
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Keywords
Neuromarketing ; Marketing ; Λήψη καταναλωτικών αποφάσεων ; Υποσυνείδητο ; Ψυχολογία καταναλωτή ; Καταναλωτική συμπεριφορά ; Υποσυνείδητες προτιμήσειςAbstract
This thesis analyzes the relationship between psychology and marketing, revealing the field that connects these two concepts,which is the field of neuromarketing. It explains fundamental concepts and then examines the field of marketing, as well as the factors that influence consumers in making purchasing decisions. It then provides an analysis of the field of neuromarketing, presenting the technologies it employs, its benefits, and the ethical issues that arise from its use. Next, it introduces the notion of the consumer subconscious, its connection to purchasing decisions, and highlights the link between marketing and psychology. In the final chapter, it focuses on advertisements, their advantages, and their importance for both companies and consumers. It also analyzes examples of significant and popular advertisements in order to explain, through neuromarketing, how they operate within the consumer’s subconscious and consequently influence purchasing decisions. In other words, neuromarketing is presented as a modern tool for analyzing consumer behavior. Finally, the views of experts and psychologists are provided, contributing their own insights on the topic.