MEASURING THE WILLINGNESS TO PURCHASE USING METHODS OF NEUROMARKETING
Palokangas, Lauri; Suomala, Jyrki; Heinonen, Jarmo; Maunula, Sini; Numminen, Jussi (2012)
Laurea-ammattikorkeakoulu
2012
Julkaisun pysyvä osoite on
https://urn.fi/URN:ISBN:978-951-799-277-0
https://urn.fi/URN:ISBN:978-951-799-277-0
Tiivistelmä
Methods of neuromarketing provide tools to analyses and understanding human behaviour in relation to markets and marketing exchanges. Understanding the neurobiology of the consumer behaviour may help corporations to succeed in the markets. The study describes how marketing assets in the retail store affect the customer’s degree of Willingness to Purchase (WTPu) in different phases of the consultative selling process measured by functional magnetic resonance imaging method.
This publication has been written based on the thesis of Lauri Palokangas. This (2011) thesis, awarded at the national level, was the first neuromarketing study in the Neuroeconomics Lab at Laurea (http://neuroeconomics. laurea.fi). The financial support came from Nokia, Töölö Hospital at University of Helsinki and Laurea University of Applied Sciences. Neuromarketing is a new and growing discipline in academic and business contexts. Laurea University of Applied Sciences is the first University in Finland, in which students can learn and apply principles of Neuromarketing.
This publication has been written based on the thesis of Lauri Palokangas. This (2011) thesis, awarded at the national level, was the first neuromarketing study in the Neuroeconomics Lab at Laurea (http://neuroeconomics. laurea.fi). The financial support came from Nokia, Töölö Hospital at University of Helsinki and Laurea University of Applied Sciences. Neuromarketing is a new and growing discipline in academic and business contexts. Laurea University of Applied Sciences is the first University in Finland, in which students can learn and apply principles of Neuromarketing.