Applying consumer neuroscience to merchandising practices
| Autoři | |
|---|---|
| Rok publikování | 2015 |
| Druh | Článek ve sborníku |
| Konference | Hradec Králové, International Conference Hradec Economic Days 201 5 Economic Development and Management of Regions Hradec Králové, 3 – 4 February 201 5 Peer - Reviewed Conference Proceedings |
| Fakulta / Pracoviště MU | |
| Citace | |
| www | http://fim2.uhk.cz/hed/images/KOMPLET_1_AG.pdf |
| Obor | Řízení, správa a administrativa |
| Klíčová slova | brain- behavior- neuromarketing- consumers- merchandising |
| Popis | Talking about marketing today is a great challenge. It is much more than philosophy, technique, tool or discipline. For decades, marketing scholars and experts have been trying to reach the audience in the best manner possible and to tap into the mind of the consumers worldwide.This paper introduces findings from the field research on consumer behavior in stores. Moreover, it provides the analysis of the behavior through brain science prism and gives an overview of how the in-store practice can be enhanced by findings from neuroscience. |
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