Το νευρομάρκετινγκ και η σχέση με τα κοινωνικά μηνύματα – Η περίπτωση της καμπάνιας «Μένουμε Σπίτι – Μένουμε Ασφαλείς»
Neuromarketing and its relation to social messages – The case of the “Stay Home - Stay Safe” campaign
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Keywords
Νευρομάρκετινγκ ; Καταναλωτές ; Συμπεριφορά ; Κοινωνικά μηνύματαAbstract
It is a common practice for companies that make products or provide services, to emphasize on their trademarks and brands. Trademarks or brands make the goods, or the services discerned among others with the same characteristics. Branding plays a key role in consumer demand. Due to branding, consumers are able to easily make their choice and select among the offered goods, consume them and of course recommend them to others. The brand or the trademark, today, is perhaps the key feature of a business as it characterizes the goods, or the services provided.
At the same time, in recent years, with the advancement of technology and science, a lot of progress has been made in neuromarketing. The neuroscientists are able to directly study the frequency, location and timing of neural activity to an unprecedented degree. Neuromarketing, therefore, is any marketing activity that uses the brain science technique to pass messages to consumers. Neuromarketing uses this new science to reveal the subconscious thoughts and ideas with which consumers take the decision to prefer a product over another. The purpose of this paper is to present the concepts of neuromarketing and to try to examine whether this new science could be applied in social messages generated during the first outbreak of corona virus in our country by the Greek Ministry of Health.
Postgraduate Studies Programme
Οικονομικά και Διοίκηση της ΥγείαςDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
88Language
GreekCollections
Except where otherwise noted, this item's license is described as
Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές
Attribution-NonCommercial-NoDerivatives 4.0 Διεθνές