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| Title: | 神經行銷學對於消費者行為的重要性
The Importance of Neuromarketing on Consumer Behavior |
| Authors: | 瑪麗亞
Padilla, Maria Ibarra |
| Contributors: | 吳文傑
Wu, Jack
瑪麗亞
Maria Ibarra Padilla |
| Keywords: | 神經行銷學
神經科學
行銷
消費者行為
大腦研究
Neuromarketing
Neuroscience
Marketing
Consumer Behavior
Brain research |
| Date: | 2020 |
| Issue Date: | 2020-08-03 17:46:17 (UTC+8) |
| Abstract: | Neuromarketing studies people’s brain processes and their changes during decision-making at the time of purchase. These changes that are registered in the brain allow us to find the most relevant manifestations that drive consumers. Neuromarketing in the buying decision process can start anytime, anywhere, not necessarily for a product or service, and ends once the consumer assumes they have purchased a product or service and can use and enjoy it.
In the development of this thesis the basic and good source concepts that cover this topic are detailed, the general objective of the research is to analyze the influence of neuromarketing on the consumer buying process. This thesis will approach the consumer as a person or organization that consumes goods or services, that the producers or suppliers make available to them that decide to sue to satisfy some type of need in the market. To position the product or service, it is necessary to define the company’s target which, with the contribution of neurosciences, allows us to know the needs and desires of our clients, how this influences behavior and decision-making.
As a theoretical basis for citing the information collected respecting copyright; authors such as Philip Kotler, Gary Armstrong Néstor Braidot and others stand out, whose texts were of fundamental support for this thesis. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933031 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107933031 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000688 |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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