Neurolinguistic and neuromarketing effects on consumer behavior

DOI

10.2991/iscde-19.2019.82How to use a DOI?

Keywords

neuromarketing, consumer behavior, manipulation, advertising

Abstract

The current market environment is extremely competitive. In recent years, increased competition and competitiveness among companies has grown exponentially, increasing the range of products on the market. In this regard, the development of business strategies that guarantee their long-term survival is becoming increasingly difficult. In addition, changes in customer behavior contribute to the creation of new business models that continue to attract and motivate customers, as well as a new marketing concept adapted to this situation, capable of creating new communication channels. Traditional marketing, offline advertising, and strategies are losing efficiency in a new era in which the consumer gains more power and influence. Therefore, in addition to improving and developing the characteristics of products, it is necessary to pay attention to experience working with clients, since it has the potential to increase customer loyalty. Neuromarketing offers advanced methods for studying the behavior of potential buyers, based on the previously obtained information. Thus, it is possible to predict consumer behavior more efficiently than using traditional market research methods, providing companies with a competitive advantage to satisfy their customers' emotional needs, providing unique consumer experiences with the goal of convincing them of decision-making and loyalty in the future.

Copyright

© 2019, 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/).

Download article (PDF)

TY  - CONF
AU  - S.V. Karpova
AU  - I.V. Rozhkov
AU  - O.E. Ustinova
PY  - 2019/12
DA  - 2019/12
TI  - Neurolinguistic and neuromarketing effects on consumer behavior
BT  - Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019)
PB  - Atlantis Press
SP  - 149
EP  - 154
SN  - 2352-5428
UR  - https://doi.org/10.2991/iscde-19.2019.82
DO  - 10.2991/iscde-19.2019.82
ID  - Karpova2019/12
ER  -