神经营销
感知
心理学
潜意识
消费者行为
影响力营销
营销
采购
广告
业务
社会心理学
市场营销管理
神经科学
关系营销
精神分析
作者
R. C. Cordeiro,Ana Filipa Palma dos Reis,Bruno Ferreira,Lara Sofia Mendes Bacalhau
出处
期刊:Advances in human resources management and organizational development book series
日期:2024-04-26
卷期号:: 83-100
标识
DOI:10.4018/979-8-3693-1858-4.ch005
摘要
Neuromarketing, a controversial field that integrates neuroscience and marketing principles, explores the mechanisms that influence consumer behavior. This systematic review examines the role of emotions and senses in consumer decision-making by drawing insights from 16 empirical studies that employ neuromarketing techniques. The focus is on emotions and senses as pivotal influencers in consumer decision-making. The amalgamation of these findings underscores the profound impact of emotions on shaping consumer perceptions, brand preferences, and purchasing decisions. Moreover, sensory stimuli encompassing sight, smell, taste, touch, and hearing have emerged as instrumental factors in steering consumer behavior. These stimuli evoke emotions and trigger memories, leaving behind enduring impressions. The review underscores that marketers gain invaluable insights into the subtleties of these unconscious influences by leveraging neuromarketing techniques. With this knowledge, marketers can develop more effective marketing strategies to drive sales and foster stronger customer relationships.
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