| Autor: |
C Shilpa Rao, A. J. Excelce |
| Rok vydání: |
2017 |
| Předmět: |
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| Zdroj: |
South Asian Journal of Marketing & Management Research. 7:32 |
| ISSN: |
2249-877X |
| DOI: |
10.5958/2249-877x.2017.00011.x |
| Popis: |
The aim of the present study is to examine the Latent of Neuro Marketing as a Marketing Contrivance. This paper analyses the importance of Neuro marketing. The method of applying this type of tools in marketing strategies is discussed in detail. The benefit of Neuro marketing for the companies is given as a conclusion. Marketing companies should follow these strategies for benefits both producers and consumers. The results showed that, whereas a Doritos spot stimulated empathy and connection, many of the other expensive advertisement provoked anxiety and fear. Re-searchers noticed that the amygdala, which is a kind of a threat-detector region of the brain, was much more active compared to other brain regions.(Sherman, 2007) The second major important contribution of neuromarketing studies is to understand how consumers make choices during the purchase process. Lee et al. (2007)9 claim that neuro marketing has become a popular technology to establish the probability and non-probability of purchasing decisions. Neuro marketing can be defined as a marketing branch using neuro scientific methods and techniques for analysing and understanding human behaviour with regard to market and important marketing issues. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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