The Role of Neuromarketing in Advancing Marketing's Understanding of Consumer Behavior and Choices
Ranta, Jessica (2024)
Ranta, Jessica
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052314734
https://urn.fi/URN:NBN:fi:amk-2024052314734
Tiivistelmä
The purpose of this study was to investigate how neuromarketing is integrated in marketing practices and to evaluate its influence neuromarketing on emotional decision-making processes. The focus was on understanding consumer behaviour and choices from a neuromarketing perspective and what part emotions played in it.
This study used exploratory and qualitative research designs, focusing on content analysis, and exploring already existing data. The results showed the differences between traditional marketing and neuromarketing as well as the benefits and challenges of neuromarketing and how it affected consumer behavior and their purchase decisions via emotions and subconscious responses. This study disclosed the fact that neuromarketing approaches could be more effective in identifying and in turn influencing consumer behavior and choices compared to traditional marketing methods.
This study recommended that future studies focus more on the ethical issues of neuromarketing and find solutions to improve consumers’ assumptions about neuromarketing. Also, to conduct more research about the effectiveness of neuromarketing and how it could enhance companies’ marketing strategies while gaining a deeper understanding of neuroscience and human psychology.
This study used exploratory and qualitative research designs, focusing on content analysis, and exploring already existing data. The results showed the differences between traditional marketing and neuromarketing as well as the benefits and challenges of neuromarketing and how it affected consumer behavior and their purchase decisions via emotions and subconscious responses. This study disclosed the fact that neuromarketing approaches could be more effective in identifying and in turn influencing consumer behavior and choices compared to traditional marketing methods.
This study recommended that future studies focus more on the ethical issues of neuromarketing and find solutions to improve consumers’ assumptions about neuromarketing. Also, to conduct more research about the effectiveness of neuromarketing and how it could enhance companies’ marketing strategies while gaining a deeper understanding of neuroscience and human psychology.