The perception of brand' s values through neuromarketing

Abstract

Main topics on which the writing of the thesis will be based: Studies reveal that 75% of purchases were made through decisions influenced by the unconscious, rather than by rationality. The human factor and the emotional aspects are the fundamental components of all the people with whom a marketing man interfaces every day: knowing them is essential. Neuromarketing allows understanding the unconscious decision-making processes, which are behind the choice and which are responsible for most of the purchasing decisions. What is brand perception? Brand image The economy of attention Cognitive psychology Customer journey experience Why neuromarketing is important for businesses and consumers? Impulse and Considered Behavior . Evaluate what drives the consumer to behave in a certain way when purchasing a product Experimental research on the role of the unconscious in decision processes