Ciência-IUL
Publicações
Descrição Detalhada da Publicação
Título Revista
IIOAB Journal
Ano (publicação definitiva)
2013
Língua
Inglês
País
Índia
Mais Informação
--
Web of Science®
Esta publicação não está indexada na Web of Science®
Scopus
Google Scholar
Abstract/Resumo
Over the years, the retail industry has experienced many mutations. Therefore, characteristics such as
fast adaptation and the ability to make right strategic decisions will most likely lead the company to
achieve its intention: generate profit. In order to achieve such situation, knowing your client is the right
tool to get the intended goal, so techniques and studies to understand customer behavior have been
proliferating. In addition, there is increasing interest in customer experience and the impact that such
situations have on customer buying behavior. Therefore, this project applied in a hypermarket of a retail
company works as a constructive element on how to develop a Neuromarketing study, where the main
goal is to analyze the emotional impact that basic experiential simulation, associated to variables
identified on the in-store environment, has on potential customers. Finally, despite the results have not
been as conclusive as expected, the experiential environments generated a slight activation that points
towards a positive emotional responses.
Agradecimentos/Acknowledgements
--
Palavras-chave
Retail, Neuromarketing, In-Store Environment, Emotions
Classificação Fields of Science and Technology
- Ciências Biológicas - Ciências Naturais
- Medicina Básica - Ciências Médicas