The influence of neuromarketing on online consumer behavior.
DOI:
https://doi.org/10.34630/tth.v6i1.7301Keywords:
Digital Environment, Technologies, Consumers, Choices, Brands, Digital NeuromarketingAbstract
The digital ecosystem is constantly evolving and developing, and as a result has recently been drastically transforming the way consumers make choices, seek information and interact with brands. The personalisation and adaptation of the communication and marketing methods adopted by organisations are essential for ensuring that they remain constantly focused on the needs of their audience. Around 95% of consumer decisions are influenced by unconscious, emotional and automatic processes. This article aims to highlight how an understanding of the neurological aspects of digital neuromarketing – a set of communication and promotional strategies carried out via digital platforms and media – enables brands to gain an adequate understanding of their target audience’s cognitive system. As such, it contributes to gaining insights into the latest consumer trends and patterns, as well as to strengthening factors such as differentiation and the value these bring to the market.
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