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| 研究生： |
瑪麗亞 Maria Ibarra Padilla |
|---|---|
| 論文名稱： |
神經行銷學對於消費者行為的重要性 The Importance of Neuromarketing on Consumer Behavior |
| 指導教授： |
吳文傑
Wu, Jack |
| 口試委員: |
鄭輝培
Chen, Terry 彭喜樞 Peng, Shi-Shu |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2020 |
| 畢業學年度： | 108 |
| 語文別： | 英文 |
| 論文頁數： | 67 |
| 中文關鍵詞： | 神經行銷學 、神經科學 、行銷 、消費者行為 、大腦研究 |
| 外文關鍵詞： | Neuromarketing, Neuroscience, Marketing, Consumer Behavior, Brain research |
| DOI URL： | http://doi.org/10.6814/NCCU202000688 |
| 相關次數： | 點閱：95 下載：12 |
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Neuromarketing studies people’s brain processes and their changes during decision-making at the time of purchase. These changes that are registered in the brain allow us to find the most relevant manifestations that drive consumers. Neuromarketing in the buying decision process can start anytime, anywhere, not necessarily for a product or service, and ends once the consumer assumes they have purchased a product or service and can use and enjoy it.
In the development of this thesis the basic and good source concepts that cover this topic are detailed, the general objective of the research is to analyze the influence of neuromarketing on the consumer buying process. This thesis will approach the consumer as a person or organization that consumes goods or services, that the producers or suppliers make available to them that decide to sue to satisfy some type of need in the market. To position the product or service, it is necessary to define the company’s target which, with the contribution of neurosciences, allows us to know the needs and desires of our clients, how this influences behavior and decision-making.
As a theoretical basis for citing the information collected respecting copyright; authors such as Philip Kotler, Gary Armstrong Néstor Braidot and others stand out, whose texts were of fundamental support for this thesis.
1. Introduction 1
1.1. Motivation 1
1.2. Significance of Study 1
1.3. Statement of problem 2
1.4. Objectives 3
1.5. Research Methodology 4
1.6. Framework 4
2. Literature Review 6
2.1. Neuroscience 6
2.2. What is Neuromarketing? 6
2.3. Origin of Neuromarketing 7
2.4. Objectives of Neuromarketing 8
2.5. Advantages and Disadvantages of Neuromarketing 9
2.6. Benefits in the application of neuroscience to neuromarketing 9
2.7. The Brain 10
2.8. The Triune Brain: The three Brain Levels 11
2.9. Neurotransmitters and their importance in Marketing 14
3. Positioning of a Product Through Neuromarketing in Consumer Behavior 17
3.1. Positioning Concept 17
3.2. Consumer Definition 17
3.3. Neuromarketing and the consumer 24
3.4. Neuromarketing Factors to Understand Consumers’ Minds 27
3.5. Starting Point for the study of Consumer Buying Behavior in Decision Making 32
3.6. Customer Motivation 33
3.7. The needs at the Brain Levels 34
3.8. Methodology and Application in the investigation of the consumer need in Neuromarketing 36
4. The Product as the Mind Constructs it 39
4.1. Product Definition 39
4.2. The product as a Multi-Neurosensory Construction 40
4.3. The brand Role in the Neuromarketing strategy 41
4.4. The price as perceptual Construction 41
4.5. Inequality Effect on the Cost of a Price Perceived as Unfair 43
4.6. The Importance of knowing the Functioning of memory system 45
4.7. Neuro-relational Selling 48
4.8. How to design more Effective Campaigns 50
5. Inside the Mind of Consumer 52
5.1. Subconscious Decision-making into Actionable Insights 52
5.2. Rising usage of Neuromarketing 54
5.3. Introduction of a Case Study 55
6. Conclusions 63
7. Reference 64
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