Neuromarketing and purchase intention: use of neuroscience and advertising elements to improve the commercialization of products.
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 8
Abstract
Neuromarketing is a recent area of knowledge of marketing in which, using techniques and knowledge of neuroscience, research is conducted to know how individuals respond to the presence of advertising stimuli and thus improve the sales of a particular product or brand. The present study included 140 subjects who were submited to an interview of 71 items that mediate the reasons for the choice of products, involvement with food, quality of life, concern for health, attitude toward healthy slogans and credibility towards slogans healthy, then they were placed a headset to measure alterations in the cerebral cortex. The results suggest that the factors that caused the most electrical stimuli were: easy to interpret the information on the label (77.1%), use of simple words (85.7%), colors of the label or packaging (74.2%) and product information ( 51.4%). On the other hand, the factors that generated the lowest electric charge were: the country of origin (62.2%) and the packaging material (33.5%). We were able to compare a sample of men and one of women, the results suggest that women care more than men or choose their food more carefully giving greater importance to the flavor of the food, which contains natural ingredients, which is nutritious, easy to find in stores and supermarkets, the smell of food, appearance and good value for money. Men, on the other hand, give more importance to their food when they travel and like to mix food more.
Authors and Affiliations
Dr. en Mkt. José Trinidad Marín Aguilar
Keywords
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