Record Details

Consumers Economic Behavior and Emotions: the case of iphone 6 in Neuromarketing

The International Journal of Latest Trends in Finance and Economic Sciences

View Archive Info
 
 
Field Value
 
Title Consumers Economic Behavior and Emotions: the case of iphone 6 in Neuromarketing
 
Creator Neto, José Chavaglia; Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal
Filipe, José António; Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), ISTAR-IUL Lisboa, Portugal
 
Subject —
Neuromarketing, Neuroeconomics, shot on iphone 6, Face Reader, emotion in advertising, consumer behaviour.
 
Description In the current era, consumers’ fascination for many notable brands in the market is rising considerably. This effect shows that many companies are trying to consistently reproduce this effect in their current (and potential) customers and thus look for creating a strong identification with their brand(s), what allows the company to add new economic value. However, the vast majority of these companies finds limitations in the way traditional marketing works to achieve a necessary emotional state for the generation of a brand identification. Thus it is necessary to go further and use more effective tools for the study of consumer behavior. An interesting possibility is the use of Neuromarketing, emphasizing research methods for studying people’s emotion feelings, by facing stimuli related to a specific brand. From this analysis, companies may adjust their commercial and economic strategy to take advantage from their brands competitive positioning in the market.
 
Publisher International Journal of Latest Trends in Finance and Economic Sciences
 
Contributor —
 
Date 2016-06-02
 
Type —
 
Format application/pdf
 
Identifier http://ojs.excelingtech.co.uk/index.php/IJLTFES/article/view/Neto
10.2047/ijltfesvol5iss4-
 
Source International Journal of Latest Trends in Finance and Economic Sciences; Vol 5, No 4 (2015): December; 1041-1047
 
Language en
 
Rights The copyright of the contribution is transferred to IJLTFES in case of acceptance. The copyright transfer covers the exclusive right to reproduce and distribute the contribution, including reprints, translations, photographic reproductions, microform, electronic form, or any other reproductions of similar nature. The Author may publish his/her contribution on his/her personal Web page provided that he/she creates a link to the mentioned volume of IJLTFES. The Author may not publish his/her contribution anywhere else without the prior written permission of the publisher unless it has been changed substantially. The Author warrants that his/her contribution is original, except for such excerpts from copyrighted works as may be included with the permission of the copyright holder and author thereof, that it contains no libellous statements, and does not infringe on any copyright, trademark, patent, statutory right, or propriety right of others. The Author also agrees for and accepts responsibility for releasing this material on behalf of any and all co-authors.