Examination of sensory experiences, including visual, auditory, olfactory, gustatory, and tactile stimuli, in neuromarketing research. Understanding the interplay between sensory inputs and consumer responses is crucial for developing effective marketing strategies. Neuromarketing investigates how sensory stimuli influence neural and physiological responses and provides insights into consumer perceptions, preferences, and emotional reactions. Employing neuroscientific techniques, such as EEG, fMRI, and psychophysiological measures, researchers aim to uncover neural signatures associated with sensory processing, guiding the development of sensory-rich marketing materials to enhance consumer experience.
Published in Chapter:
Neuromarketing: Decoding the Role of Emotions and Senses and Consumer Behavior
Rodolfo Cordeiro (Coimbra Business School, Polytechnic Institute of Coimbra, Coimbra, Portugal),
Ana Reis (Coimbra Business School, Polytechnic Institute of Coimbra, Coimbra, Portugal),
Bruno Morgado Ferreira (Polytechnic Institute of Viseu, Portugal), and
Lara Mendes Bacalhau (CEOS.PP Coimbra, ISCAP, Polytechnic of Porto, Portugal & Coimbra Business School, Polytechnic Institute of Coimbra, Coimbra, Portugal)
Copyright: © 2024
|Pages: 18
DOI: 10.4018/979-8-3693-1858-4.ch005
Abstract
Neuromarketing, a controversial field that integrates neuroscience and marketing principles, explores the mechanisms that influence consumer behavior. This systematic review examines the role of emotions and senses in consumer decision-making by drawing insights from 16 empirical studies that employ neuromarketing techniques. The focus is on emotions and senses as pivotal influencers in consumer decision-making. The amalgamation of these findings underscores the profound impact of emotions on shaping consumer perceptions, brand preferences, and purchasing decisions. Moreover, sensory stimuli encompassing sight, smell, taste, touch, and hearing have emerged as instrumental factors in steering consumer behavior. These stimuli evoke emotions and trigger memories, leaving behind enduring impressions. The review underscores that marketers gain invaluable insights into the subtleties of these unconscious influences by leveraging neuromarketing techniques. With this knowledge, marketers can develop more effective marketing strategies to drive sales and foster stronger customer relationships.