Neuromarketing και η εφαρμογή του στο χώρο της υγείας
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Keywords
Neuromarketing ; Nευροεπιστήμες ; Υγεία ; Ηθική ; NeurotestsAbstract
The thesis has a major goal to approach a branch of marketing, neuromarketing. Neuromarketing focus on perception, emotions and psychological factors that affect consumer’s behavior and take place in making decision about purchasing of products. Analytically, emotions, experiences and memories lead the final consumer’s choices. So, neuromarketing observes the function of the brain and create efficiently advertising content and as a result the companies’ sales maximization. First of all, consumer’s behavior, factors that affect him and the domains and functions of the brain are presented. Moreover, is understood the neuromarketing, the techniques that are used and how they affect the procedure of purchasing products. It is referred neurobranding and the importance in creating association in human’s brain.
At the same time, in order to complete the dissertation, questionnaires were distributed online and the findings of the research are presented. According to this research, there is no conscious influence on consumers’ choices from the advertisements that are displayed neither pharmaceutical nor other products. The term neuromarketing is not familiar to consumers yet, which raises reflection.