چکیده مقاله
The science of neuroscience, brain study, cognitive psychology, and the process of human daily activities have always been part of the research and applied fields of consumer behavior and have made neural marketing a major marketing topic in the new global economy The main concept of neural marketing is strongly related to brain activity, understanding consumers 'subconscious, explaining consumers' preferences, motivations and expectations, and predicting consumer behavior Neuromarketing is not a substitute for traditional marketing methods, but to provide unique and complementary insights In the first step, the historical development of neural marketing and its main applications in assessing the sensory perception of some marketing and advertising stimuli are described, and in the second step, the main neuroscience tools available and the main brain indicators with sufficient credibility and support from the scientific community Related to specific mental conditions are introduced for such research It also presents the results of various neural marketing application articles, such as store and retail options, services, pricing, brand understanding, web usability, neural policies, food and beverage taste evaluation, and aesthetic perception of artwork Finally, the ethical implications of using these tools to evaluate human behavior, the main challenges of neural marketing, and future orientations and possible scenarios that can be achieved using neuroscience in marketing are identified and discussed
کلیدواژهها
نویسندگان
AbdoulAmir Razi
PhD in Business Management Marketing and Branding
شیوه ارجاع
Razi, AbdoulAmir,1400,Retrieve consumer behavior through Neuromarketing,First International Conference on Industrial Marketing Management,Tehran
ارائهشده در
مجموعه مقالات اولین کنفرانس بین المللی مدیریت بازاریابی صنعتی4 خرداد 1400 · تهران