1. bookVolume 44 (2022): Edition 2 (June 2022)
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2353-8414
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30 Mar 2015
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Anglais
access type Accès libre

The Importance of Emotions in Consumer Purchase Decisions — A Neuromarketing Approach

Publié en ligne: 23 Jul 2022
Volume & Edition: Volume 44 (2022) - Edition 2 (June 2022)
Pages: 87 - 104
Détails du magazine
License
Format
Magazine
eISSN
2353-8414
Première parution
30 Mar 2015
Périodicité
4 fois par an
Langues
Anglais
Abstract

Traditional methods used in marketing research focus on the rationality of individuals and the conscious processes they are able to analyse and verbally expose. Developments in the field of neuroscience have proven that emotions are the fundamental basis from which the thoughts, behaviours and actions of individuals emerge. Thus, this paper explains the importance of the emotional dimension both in consumer decision-making and in measuring the impact of marketing activities. The purpose of the article is to indicate the current position of the use of neuromarketing and its tools in the analysis of consumer behaviour and show how an important role is played by emotions and the unconscious part of consumers’ minds during purchasing decisions. It is a review article, based on interdisciplinary knowledge, which brings to the fore new possibilities of studying not only the observed behaviour of consumers but also their minds — including decision-making processes, as well as the role of emotions and perceptions triggered by brands, products, messages and advertisements. New knowledge from the area of neuromarketing is not a categorical alternative to traditional marketing, but effectively complements it. Companies can adopt new research methods and invest in strategies that allow them to engage consumers emotionally in order to better connect with them and uncover hidden needs and desires.

Keywords

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