Conceptualisation of neuromarketing: its relationship with the mix of marketing and consumer behavior

Authors

  • Mauricio Muñoz Osores

Keywords:

marketing, experiences, emotions, sensations, brands, neuroscience

Abstract

Marketing with the passage of time has been supporting in disciplines such as psychology, anthropology, sociology, and economics. The Neuro marketing has further complemented these disciplines, incorporating the neuroscience and Neuropsychology, in simple words involving the brain in purchasing decisions and in the determination of business strategies that are enablers and motivators of potential purchases. This research review exhaustively the State of the art concerning the subject, trying to a better understanding of how the brain against various stimuli, seeing is influenced directly the nervous system reacts. This new trend has been a great contribution for enterprises worldwide, helping to investigate the market segment it, choose an appropriate strategy in the field of products, positioning, price, communication and channels.

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Published

2020-12-26

How to Cite

Muñoz Osores, M. (2020). Conceptualisation of neuromarketing: its relationship with the mix of marketing and consumer behavior. RAN - Revista Academia & Negocios, 1(2), 91-104. Retrieved from https://revistas.udec.cl/index.php/ran/article/view/3007

Issue

Section

Literature Review