Neuromarketing: ο ρόλος των συναισθημάτων στην συμπεριφορά του καταναλωτή
Neuromarketing: the role of emotions in consumer’s behaviour
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Keywords
Μάρκετινγκ ; Καταναλωτική συμπεριφορά ; Νευροεπιστήμες ; Νευρομάρκετινγκ ; Συναισθήματα ; Επιστημονικές τεχνικές απεικόνισηςAbstract
Neuromarketing is an emerging, interdisciplinary field of strategy that is able to study consumers’ cognitive and emotional responses to marketing stimuli, using modern techniques, such as Functional Magnetic Resonance Imaging (fMRI) and Electroencephalogram (EEG). Through research methods, Neuromarketing aims at the subconscious desires of consumers, monitoring the functioning of the brain in order to design effective commercial content. Usually, Neuromarketing studies measure the preference between products in the matter of the familiarisation of the consumers with the trademark.
In fact, the implementation of neuroimaging in market research has caused considerable controversy in the neuroscience field. In the present dissertation we attempt to broaden the field of Neuromarketing through commercial implementations of trademark and consumer behaviour to gain a wider understanding of the Marketing science.