Νευρομάρκετινγκ: η επίδραση των συναισθημάτων στην συμπεριφορά του καταναλωτή

Abstract

Neuromarketing is an emerging field of marketing based on the study of consumer brain and it helps marketers to measure, in real time, the responses of consumers, due to their subconscious thoughts and emotions. More specifically, neuromarketing combines two very interesting scientific fields, i.e. marketing and neuroscience. The researchers, using the techniques of neuroscience, examine consumers and collect very important information about the consumer buying behavior. The aim of this dissertation is to study the science of neuromarketing and to analyze its impact on consumer behavior. First, we present some concepts about marketing and consumers and then we explain the role of feelings and the importance of neuroscience. Next, we make an important reference to the role of neuromarketing, its techniques, as well as its advantages and limitations, and we present some case studies of companies that have implemented neuromarketing techniques. Finally, we analyze the results of the research and we display the main conclusions of the present research study.