Artigo em revista científica
Consumers economic behavior and emotions: the case of iphone 6 in neuromarketing
José Chavaglia Neto (Neto, J. C.); José Filipe (Filipe, J. A.);
Título Revista
International Journal of Latest Trends in Finance and Economics Sciences
Ano
2015
Língua
Inglês
País
Reino Unido
Mais Informação
Abstract/Resumo
In the current era, consumers’ fascination for many notable brands in the market is rising considerably. This effect shows that many companies are trying to consistently reproduce this effect in their current (and potential) customers and thus look for creating a strong identification with their brand(s), what allows the company to add new economic value. However, the vast majority of these companies finds limitations in the way traditional marketing works to achieve a necessary emotional state for the generation of a brand identification. Thus it is necessary to go further and use more effective tools for the study of consumer behavior. An interesting possibility is the use of Neuromarketing, emphasizing research methods for studying people’s emotion feelings, by facing stimuli related to a specific brand. From this analysis, companies may adjust their commercial and economic strategy to take advantage from their brands competitive positioning in the market.
Agradecimentos/Acknowledgements
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Palavras-chave
Neuromarketing,Neuroeconomics,Shot on iphone 6,Face reader,Emotion in advertising,Consumer behaviour
Registos de financiamentos
Referência de financiamento Entidade Financiadora
UID/GES/00315/2013 Fundação para a Ciência e a Tecnologia