Neuromarketing: Understanding Customers' Subconscious Responses to Marketing

Suomala, Jyrki; Palokangas, Lauri; Leminen, Seppo; Westerlund, Mika; Heinonen, Jarmo; Numminen, Jussi

doi:10.22215/timreview634

Cited by 9 publications

(8 citation statements)

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“…• Do you buy more from a salesperson that understands your needs? This question evaluates relevance of perception that customer's needs has been understood (Liu & Leach, 2001;Palokangas, 2010;Suomala, Palokangas, Leminen, Westerlund, Heinonen & Numminen, 2012). • Do you buy more from a salesperson that asks if you like something that is being suggested by him based on your needs?…”

Section: Questionnaire Development Dependent and Independent Variablesmentioning

confidence: 99%

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How interactions influence customer empowerment and satisfaction in the retail industry

Castillo¹

2018

JBRMR

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Interactions with consumers in a retail environment play a fundamental role to increase sales, improve satisfaction and promote loyalty among such consumers, at the same time of improve financial results that may sustain a company long-term. Such face-to-face or online interactions have several components that may cause an improved State of Empowerment perception resulting in a relevant satisfaction, thus, loyalty and retention. For such purpose, the actual study comes to analyze what are those behaviors or actions that bring into play such perception, and how such perception relates to an improved customers' satisfaction.

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Section: Questionnaire Development Dependent and Independent Variablesmentioning

confidence: 99%

“…was used on the web-survey. Such question evaluated the significance of understanding needs in a when a salesperson interacts with a customer as part of such process (Liu & Leach, 2001;Palokangas, 2010;Suomala, Palokangas, Leminen, Westerlund, Heinonen, & Numminen, 2012).…”

Section: Presentation Of Analysismentioning

confidence: 99%

How interactions influence customer empowerment and satisfaction in the retail industry

Castillo¹

2018

JBRMR

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“…The marketing literature primarily focuses on the relational aspects between buyers and sellers at various stages in the supply chain (Moss and Taylor, 2014). There are many types of modern marketing concepts used by agro-industrial enterprises in particular: agromarketing (Yakubovska, 2011;Van et al, 2014;Arias, 2014;Sulaiman, 2012;Asogwa and Okwoche, 2012); relationship marketing (Voronkova, 2012;Ashley et al, 2011), neuromarketing (Korol, 2013;Suomala et al, 2012), guerrilla marketing (Hutter and Hoffmann, 2011), viral marketing (Fong and Yazdanifard, 2014), Internet marketing (Huang and Tsai, 2017).…”

Section: Methodsmentioning

confidence: 99%

Comparative Analysis of Marketing Techniques in the Republic of Kazakhstan and Ukraine

Duisebayeva¹

2018

ERSJ

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Marketing is the driving force of any business, and its implementation in the management process is necessary for the successful functioning of the company. Kazakhstan and Ukraine are countries where the flour-grinding industry holds one of the main positions in the production sector. The current situation in both countries requires a new approach and a rethinking of positions regarding the conduct of business in the flour-grinding industry. This article aims to characterize the current situation in the flour-grinding industry of Kazakhstan and Ukraine, assess the use of marketing tools in enterprises, and analyze the range of marketing techniques that are used by industry enterprises of these countries in their activities. The novelty of the study stems from the fact that no similar studies have been carried out in the scientific community of both countries, and there are only works devoted to the study of enterprise and industry marketing in individual countries. The study uses a significant number of different sources namely fundamental works in the field of marketing, narrow-profile research articles and dissertations, as well as statistical data.

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“…В настоящее время исследователи отмечают, что использование традиционных методов маркетинга не всегда приносит ожидаемые результаты. Потребители настолько перегружены видеороликами, рекламными сообщениями по радио и в сети Интернет и другими методами воздействия, что более не обращают должного внимания на подобные формы маркетинга [1].…”

Section: постановка проблемыunclassified

“…Иными словами, нейромаркетинг помогает получить инсайт относительно подсознательных процессов [19]. Эти процессы изучаются с помощью методов, которые можно разделить на три группы: (1) [20]. Остановимся на методах, наиболее распространенных в нейромаркетинге.…”

Section: методы и задачи нейромаркетингаunclassified

Perspectives and Limitations of Neuromarketing Research Methods

Nedelko¹

2019

Upravlencheskie nauki

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In the modern world consumers are overwhelmed with advertising messages and competition among advertisers is becoming harder. That is why there is a need to develop effective marketing messages that will affect people subconsciousness. In this regard, neuromarketing appears as a research tool for measuring subconscious reactions to marketing incentives. In this paper existing methods of neuromarketing are analyzed critically, their advantages and disadvantages are critically determined. As a result, the following groups of neuromarketing methods are distinguished: methods that measure the metabolic brain activity; methods that measure electrical brain activity; methods that measure derivative subconscious reactions. These methods make it possible to evaluate subconscious reactions, such as level of attention and emotional engagement, memory activation and other perceptual metrics. At the same time, neuromarketing has its limitations such as high costs, difficulty of searching for subjects and specialists and also negative influence of laboratory conditions during the experiments. These shortcomings should be taken into consideration combining neuromarketing with traditional research methods.

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Neuromarketing: Understanding Customers' Subconscious Responses to Marketing

Cited by 9 publications

References 0 publications

How interactions influence customer empowerment and satisfaction in the retail industry

How interactions influence customer empowerment and satisfaction in the retail industry

Comparative Analysis of Marketing Techniques in the Republic of Kazakhstan and Ukraine

Perspectives and Limitations of Neuromarketing Research Methods

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