ملخص البحث :
Abstract
In this research we will show a new method of marketing called neuromarketing, a combination
of neuroscience results collected and used in marketing, the research question focuses on
whether neuromarketing was an entry point for explaining and defining human behavior, or is a
sophisticated case of traditional marketing to understand consumer behavior in order to
discover the desired purchase button in consumers' brains. The purpose of this research is to
assess the impact of neuromarketing tools on traditional marketing inputs, although no
neuromarketing study is available with a detailed overview of the impact of neuromarketing on
traditional marketing inputs, taking into account technical and ethical problems as well. The
increasing use of neuromarketing techniques to assess customer preferences and decisionmaking
processes is an advantage for customers and marketers simultaneously. Functional MRI
is among the most appropriate techniques in neuroscience mentioned in neuromarketing.
However, critics emphasize restricting the free will of the consumer and its low ability to make
individual decisions in purchasing behavior due to the implementation of neuromarketing. After
evaluating external reactions, input models, outputs, and internal reactions to analyze brain
activities, the research assesses the impact of neuromarketing on different related marketing
inputs, consistent with consideration of its ethical defense. Eighteen donor participants were
used for screening and are students who graduated from primary school in business
administration. The results indicate that neuromarketing has a significant impact on consumer
purchasing behavior, advertising, pricing, product distribution, trademarks, and decisionmaking
as marketing inputs. Neuromarketing can therefore be counted as a great extension in
the search for human behavior and the brain as a black box that can positively contribute to its
practical viability.
Keywords: functional MRI, physiological processes, human resources, functional MRI
-
سنة النشر : 2022
-
تصنيف البحث : other
- تحميل