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A Neuromarketing Perspective on Measuring Marketing Influence at the Unconsciousness Level

A Neuromarketing Perspective on Measuring Marketing Influence at the Unconsciousness Level
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Author(s): Ioana Iancu (Babeș-Bolyai University, Romania)
Copyright: 2017
Pages: 21
Source title: Digital Entrepreneurship and Global Innovation
Source Author(s)/Editor(s): Ioan Hosu (Babeș-Bolyai University, Romania)and Ioana Iancu (Babeș-Bolyai University, Romania)
DOI: 10.4018/978-1-5225-0953-0.ch008

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Abstract

In a context characterized by an inflation of marketing messages, it is imperious to understand how consumers succeed in making the buying decision. Starting by briefly describing the structure and the role of the brain and the differences between consciousness and unconsciousness, the paper aims to investigate the way neuromarketing can help in comprehending the feelings of the consumers, the way products or services match the consumers' needs, and the way companies can discover the insights of decision-making process. This paper can be perceived either as a guide for the companies that aim to find more on the way people manage information and make decisions or as a comprehensive description on human being marketing behavior that can serve both business, academic environments and consumers.

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