Influence of Behavioural Economics and Psychology on Consumer Decision Making Process in Marketing Communication

DOI

10.2991/icassr-15.2016.71How to use a DOI?

Keywords

consumer decision making process, psychological appeal, behavioural economics, marketing communication

Abstract

This paper adverts to selected behavioural economics and psychology appeals applied in marketing communications and their influence on consumer decisions making process and behaviour. It provides theoretical basis supported by arguments from the fields of marketing, psychology, economics and neuroscience. The goal of this paper is to point out the influence of economical and psychological appeals on consumer decision making process.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Eva Kretiková
AU  - Veronika Fašková
PY  - 2016/08
DA  - 2016/08
TI  - Influence of Behavioural Economics and Psychology on Consumer Decision Making Process in Marketing Communication
BT  - Proceedings of the 3d International Conference on Applied Social Science Research
PB  - Atlantis Press
SP  - 250
EP  - 252
SN  - 1951-6851
UR  - https://doi.org/10.2991/icassr-15.2016.71
DO  - 10.2991/icassr-15.2016.71
ID  - Kretiková2016/08
ER  -