THE PAYING BRAIN: THE CONSUMER EXPERIENCE IN THE BUYING PROCES
DOI:
https://doi.org/10.34630/tth.vi4.5684Keywords:
NEUROMARKETIG, Consumer Behavior, Consumer experience, BRAIN, THE BUYING PROCESSAbstract
In the Information Age, fleeting attention spans and fierce competition underscore the need to understand the complex workings of the human brain to stand out in the market. Neuromarketing emerges as an essential tool to grasp how sensory cues, emotions, and cognitive trends influence purchasing decisions. Studies show that these choices are often made subconsciously, influenced by emotional factors and unconscious memories. The use of neuroimaging techniques such as fMRI and EEG reveals that the brain plays a crucial role in shaping consumer preferences. For example, specific colors and aromas can trigger automatic responses. Therefore, understanding these mechanisms is critical for adjusting products, packaging, and marketing messages and developing more effective and impactful strategies aligned with consumer preferences.
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