政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/131043

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/131043

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政大典藏 > College of Commerce > International MBA > Theses > Item 140.119/131043

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/131043

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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Comportamiento del consumidor - Décima edición. https://s3.amazonaws.com/academia.edu.documents/38989466/Comportamiento_del_Consumidor_Leon_G_Schiffman_Leslie_Lazar_Kanuk_10ed.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1542997751&Signature=dniR1CiHNp8J8cAJKlJ43pkujHc%3D&response-content-dispositio Silberstein, R. (2020). Neuro-Insight. https://www.neuro-insight.com/staff/chairman Staton, W. J., Etzel, M. J., & Walker, B. J. (2004). Fundamentos de Marketing (14th ed.). McGraw-Hill. TheEconomist. (2004). Neuromarketing: Could brain-scanning technology provide an accurate way to assess the appeal of new products and the effectiveness of advertising? http://www.economist.com/node/21643205/print Wells, W., Moriarty, S., & Burnett, J. (2007). Publicidad, Principios y Práctica. Prentice-Hall. Zoëga Ramsøy, T. (2015). Introduction to Neuromarketing & Consumer Neuroscience. https://neuromarketingtips.eu/neuromarketing-resources/neuromarketing-books/introduction-to-neuromarketing-consumer-neuroscience-by-thomas-zoega-ramsoy/
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:	[International MBA] Theses

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