Neuromarketing: Understanding Customers' Subconscious Responses to Marketing

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Authors

Jyrki Suomala · Laurea University of Applied Sciences

Lauri Palokangas · Laurea University of Applied Sciences

Seppo Leminen · Laurea University of Applied Sciences

Mika Westerlund · Carleton University

Jarmo Heinonen · Laurea University of Applied Sciences

Jussi Numminen · Töölö Hospital

Abstract

IntroductionWhereas traditional marketing has concentrated on the value and competitive advantages of a product or service, contemporary marketing takes a holistic approach by also considering the purchasing process and the retail store atmosphere to evoke a positive shopping experience (Levy and Weitz, 2009). Neuromarketing has surfaced as a new branch of marketing that

Topics & Keywords

Organizational Leadership and Management Strategies Business Strategies and Innovation Consumer Behavior in Brand Consumption and Identification

Publication Details

Published in: Technology Innovation Management Review

Volume 2, Issue 12, pp. 12-21

DOI: 10.22215/timreview/634

Field-Weighted Citation Impact: 3.26

Command Palette

Neuromarketing: Understanding Customers' Subconscious Responses to Marketing

Authors

Abstract

Topics & Keywords

Publication Details