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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政大機構典藏 > 商學院 > 國際經營管理英語碩士學程IMBA > 學位論文 > Item 140.119/131043

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题名:	神經行銷學對於消費者行為的重要性 The Importance of Neuromarketing on Consumer Behavior
作者:	瑪麗亞 Padilla, Maria Ibarra
贡献者:	吳文傑 Wu, Jack 瑪麗亞 Maria Ibarra Padilla
关键词:	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
日期:	2020
上传时间:	2020-08-03 17:46:17 (UTC+8)
摘要:	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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Neuromarketing: Companies Use Neuroscience for Consumer Insights. https://www.forbes.com/forbes/2009/1116/marketing-hyundai-neurofocus-brain-waves-battle-for-the-brain.html#c49fddd17bb2 Cadavid, A. M. (2014). El Neuromarketing y su Aplicacion en las Estrategias de Mercadeo. 12. Carter, R. (1998). Rita carter (p. 15). Castellanos, J. vicente, & Gonzalez, D. (2013). Juventud, neurociencia, tecnología y subjetividad. Revista de Estudios de Juventud, Diciembre(103). Castellanos, V., & González, D. (2013). ¿Qué puede aportar la neurociencia al marketing y a la investigación de mercados? Revista De Estudios De Juventud, 51–68. Di Cicco, V. (2018). Neuromarketing y precio: la maldición perceptual. https://www.informabtl.com/neuromarketing-precio-la-maldicion-perceptual/ Dooley, R. (2005). Neurosense. https://www.neurosciencemarketing.com/blog/companies/neurosense Guyton & Hall. (2001). Tratado de Fisiologia Medica 10a ed. McGraw Hill Interamicana. Tratado de Fisiologia Medica 10a Ed. 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In Fundamentos de Marketing (12th ed.). https://publiclina.files.wordpress.com/2015/01/direccion_de_marketing_-_kotler_edi12.pdf Kühn, S., Strelow, E., & Gallinat, J. (2016). Multiple “buy buttons” in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. NeuroImage, 136, 122–128. https://doi.org/10.1016/j.neuroimage.2016.05.021 Maria, G. (2012). Psicobiologia Manual Cede de Preparacion PIR12 CEDE Madrid. Monferrer, D. (2013). Fundamentos del Marketing (Primera Edición ed.). In España: Universitat Jaume. doi: http://dx. doi. org/10.6035/Sapientia74. http://repositori.uji.es/xmlui/bitstream/handle/10234/49394/s74.pdf Morin Christophe, R. P. (2013). Neuromarketing: EL nervio de la Venta. http://www.worldcat.org/title/european-ungulates-and-their-management-in-the-21st-century/oclc/401147378/viewport%5Cnhttp://www.worldcat.org/title/european-ungulates-and-their-management-in-the-21st-century/oclc/401147378/viewport National Center for Biotechnology Information, U. S. N. L. of M. (n.d.). Consumer Behaviour through the Eyes of Neurophysiological Measures. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6766676/ Nuñez, F. (2015). El neuromárketing analiza las decisiones de compra de un producto. https://www.peru-retail.com/neuromarketing-analiza-decisiones-compra-producto/ Peter, P. J., & Olson, J. C. (2005). Consumer Behavior Marketing. Ramos, J. (n.d.). El Cerebro Reptiliano y las Decisiones de Compra: Neuromarketing. https://www.javiramosmarketing.com/neuromarketing-cerebro-reptil/ Rivera, J., & Arellano, R. (2013). Conducta del consumidor, estrategias y tácticas aplicadas al marketing. https://books.google.com.tw/books?id=eb2AQAAQBAJ&printsec=frontcover&dq=Conducta+del+consumidorEstrategias+y+políticas+aplicadas+al+marketing&hl=en&sa=X&ved=0ahUKEwiRq4WAo4HpAhXDG6YKHTHHDTsQ6AEINzAB#v=onepage&q=Conducta del consumidorEstrategias y políti Rosa, R. (n.d.). What is neuromarketing, Techniques and areas where it works. https://rosanarosas.com/que-es-neuromarketing-tecnicas-areas-emplean/ Salas Canales, H. J. (2018). Neuromarketing : Explorando la mente del consumidor Neuromarketing : Exploring the consumer ’ s mind. Revista Científica de La UCSA, 5(2), 36–44. Sanchez Galan, J. (n.d.). Consumidor @ economipedia.com. https://economipedia.com/definiciones/consumidor.html Schiffman, L., & Lazar, L. (2010). 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/
描述:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 107933031
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0107933031
数据类型:	thesis
DOI:	10.6814/NCCU202000688
显示于类别:	[國際經營管理英語碩士學程IMBA] 學位論文

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