Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Author: Atli, Dincer

Publisher: IGI Global

Published: 2020-06-19

Total Pages: 304

ISBN-13: 1799831280

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Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.


Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities

Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities

Author: de Sousa, Joana Coutinho

Publisher: IGI Global

Published: 2017-12-30

Total Pages: 211

ISBN-13: 1522548351

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A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This is leading to the creation of new technological approaches that enable companies to read the customer's mind and tailor marketing practices, products, and services. Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities provides emerging information on the issues involved in the field of neuromarketing, including models, technologies, and the methodology of this field. Highlighting the intricacies of neuroscience, biometrics, multimedia technology, marketing strategy, and big data management, this book is an ideal resource for researchers, neuroscientists, marketers, suppliers, customers, and investors seeking current research on the integration of new neuromarketing trends and technologies.


Applying Neuroscience to Business Practice

Applying Neuroscience to Business Practice

Author: Dos Santos, Manuel Alonso

Publisher: IGI Global

Published: 2016-10-25

Total Pages: 351

ISBN-13: 152251029X

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Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.


Neuromarketing in the B-to-B-Sector: Importance, Potential and Its Implications for Brand Management

Neuromarketing in the B-to-B-Sector: Importance, Potential and Its Implications for Brand Management

Author: Friedrich Gentner

Publisher: Diplomica Verlag

Published: 2012-02

Total Pages: 83

ISBN-13: 3842872828

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Business administration theory has dealt since its inception with the issue of providing practical support to corporate decision making. For their explanatory models, it has resourced the knowledge body provided by economics, philosophy, sociology, and psychology. In the last few years it increasingly draws also on the findings taken from neuroscience. By means of so-called imaging techniques, neuroscientists can conduct a deeper analysis of the relationships and processes in the brain. The question of how buying decisions occur, and how these may be influenced has finally created Neuromarketing. The findings from this research filed reveal that feelings and emotions play a much greater role than previously supposed and that these can be addressed through brands. However, the management of immaterial values such as brands does not fit well with the predominantly engineering-oriented mindset of top management in B-to-B companies. In his preface to "B-to-B-Markenfhrung", Klaus Backhaus states: "Effektive und effiziente Markenpolitik ist in der Praxis des Business-to-Business-Marketing immer noch ein Stiefkind, auch wenn mittlerweile eine Reihe von wissenschaftlichen Ver”ffentlichungen bis hin zu Lehrbchern zur Markenpolitik in diesem Bereich vorliegt. Einer der wesentlichen Grnde hierfr liegt sicherlich darin, dass der Business-to-Business-Bereich stark durch Personen mit einer technischen bzw. ingenieurwissenschaftlichen Ausbildung gepr„gt ist, die fr ?intangible assets?, wie sie die Marke darstellt, erfahrungsgem„á weniger Aufmerksamkeit aufbringen.". Even though the purchase decision is made by the "Buying Center" in the B-to-B market, the assumption prevails that the findings from Neuromarketing can still be applied because this group consists of human beings as well. This book will consider the findings taken from Neuromarketing in the light of particular instances of B-to-B-Marketing. The question will be raised as to why and to what extent Neuromarketing is relevant for brand management in B-to-B-Marketing. The possibilities arising from this comparison will only be presented as examples and do not claim to be complete. An example from the Corporate Communication Sector at Siemens will be taken to display the application.


Buyology

Buyology

Author: Martin Lindstrom

Publisher: Currency

Published: 2010-02-02

Total Pages: 274

ISBN-13: 0385523890

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NEW YORK TIMES BESTSELLER • “A fascinating look at how consumers perceive logos, ads, commercials, brands, and products.”—Time How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? In Buyology, Martin Lindstrom presents the astonishing findings from his groundbreaking three-year, seven-million-dollar neuromarketing study—a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what captures our interest—and drives us to buy. Among the questions he explores: • Does sex actually sell? • Does subliminal advertising still surround us? • Can “cool” brands trigger our mating instincts? • Can our other senses—smell, touch, and sound—be aroused when we see a product? Buyology is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced—or turned off—by marketers' relentless attempts to win our loyalty, our money, and our minds.


AI and Data Engineering Solutions for Effective Marketing

AI and Data Engineering Solutions for Effective Marketing

Author: Alla, Lhoussaine

Publisher: IGI Global

Published: 2024-07-17

Total Pages: 520

ISBN-13:

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In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.


The Cambridge Handbook of Consumer Psychology

The Cambridge Handbook of Consumer Psychology

Author: Cait Lamberton

Publisher: Cambridge University Press

Published: 2023-04-06

Total Pages: 873

ISBN-13: 1009243942

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In the last two years, consumers have experienced massive changes in consumption – whether due to shifts in habits; the changing information landscape; challenges to their identity, or new economic experiences of scarcity or abundance. What can we expect from these experiences? How are the world's leading thinkers applying both foundational knowledge and novel insights as we seek to understand consumer psychology in a constantly changing landscape? And how can informed readers both contribute to and evaluate our knowledge? This handbook offers a critical overview of both fundamental topics in consumer psychology and those that are of prominence in the contemporary marketplace, beginning with an examination of individual psychology and broadening to topics related to wider cultural and marketplace systems. The Cambridge Handbook of Consumer Psychology, 2nd edition, will act as a valuable guide for teachers and graduate and undergraduate students in psychology, marketing, management, economics, sociology, and anthropology.


NEUROMARKETING

NEUROMARKETING

Author: DAVID SANDUA

Publisher: David Sandua

Published: 2024-03-24

Total Pages: 220

ISBN-13:

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Discover the transformative power of neuromarketing in revolutionizing how you sell and connect with consumers. This book unveils the secrets behind the science of selling, merging neuroscience with cutting-edge marketing strategies to seduce today's consumer. Embark on a fascinating journey through the human brain to understand how subconscious desires and emotions influence buying decisions. With practical examples, successful case studies, and proven techniques, this book equips you with the necessary tools to capture your audience's attention, create persuasive ads, and design irresistible products. Regardless of your company's size or the product you offer, neuromarketing opens the door to a deep understanding of consumer behavior, allowing you to innovate and excel in the saturated market.


Introduction to Neuromarketing & Consumer Neuroscience

Introduction to Neuromarketing & Consumer Neuroscience

Author: Thomas Zoega Ramsoy

Publisher: Neurons Incorporated

Published: 2015-05-13

Total Pages: 204

ISBN-13: 9788799760206

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How do we make decisions on what to buy and what to pay for it? Why are we affected by brands and pricing when making our choices or just experiencing something? Traditional approaches to such questions have relied on the behavioural and social sciences. However, today we see a dramatic shift in our understanding of consumption behaviours. Recent advances in modern neuroscience, and how it combines with economics and psychology, have allowed us to study of how different brain functions serve consumer behaviour. A commercial industry is emerging that offers novel ways to assess consumer attention, emotion and memory. This book, written by one of the leading figures in neuromarketing and consumer neuroscience, offers a comprehensive insight into the workings of the brain and its mind, and how this knowledge can inform our understanding of consumption behaviours. The book offers both basic and front-end academic insights, and includes chapters on sensation and perception; attention and consciousness; emotion and feeling; memory and learning; motivation and preference; and decision making. It also offers up to date and comprehensive insight about how the tools of neuroscience can be applied to assess consumer cognition and emotion. This book works as a landmark for this emerging academic and commercial disciplines, and to become a standard book of reference, just as the textbooks by Kotler and Keller have been for advertising and marketing.


Neuromarketing

Neuromarketing

Author: Leon Zurawicki

Publisher: Springer Science & Business Media

Published: 2010-09-02

Total Pages: 291

ISBN-13: 3540778292

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Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.