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題名 神經行銷學對於消費者行為的重要性
The Importance of Neuromarketing on Consumer Behavior作者 瑪麗亞
Padilla, Maria Ibarra貢獻者 吳文傑
Wu, Jack
瑪麗亞
Maria Ibarra Padilla關鍵詞 神經行銷學
神經科學
行銷
消費者行為
大腦研究
Neuromarketing
Neuroscience
Marketing
Consumer Behavior
Brain research日期 2020 上傳時間 3-Aug-2020 17:46:17 (UTC+8) 摘要 Neuromarketing studies people’s brain processes and their changes during decision-making at the time of purchase. These changes that are registered in the brain allow us to find the most relevant manifestations that drive consumers. Neuromarketing in the buying decision process can start anytime, anywhere, not necessarily for a product or service, and ends once the consumer assumes they have purchased a product or service and can use and enjoy it.In the development of this thesis the basic and good source concepts that cover this topic are detailed, the general objective of the research is to analyze the influence of neuromarketing on the consumer buying process. This thesis will approach the consumer as a person or organization that consumes goods or services, that the producers or suppliers make available to them that decide to sue to satisfy some type of need in the market. To position the product or service, it is necessary to define the company’s target which, with the contribution of neurosciences, allows us to know the needs and desires of our clients, how this influences behavior and decision-making.As a theoretical basis for citing the information collected respecting copyright; authors such as Philip Kotler, Gary Armstrong Néstor Braidot and others stand out, whose texts were of fundamental support for this thesis. 參考文獻 Adrian, T. (n.d.). El Modelo de los Tres Cerebros. https://psicologiaymente.com/neurociencias/modelo-3-cerebros-reptiliano-limbico-neocortexArellano, R. (2009). Conducta del Consumidor Estrategias y Tacticas aplicadas al Marketing. https://books.google.com.tw/books?id=veXDOkhpW9AC&pg=PP4&lpg=PP4&dq=arellano+2009+Condicionantes+del+comportamiento+del+consumidor.&source=bl&ots=Aa7GA868al&sig=ACfU3U060MKufJL5JtxUGvqtOizZ-i1gog&hl=en&sa=X&ved=2ahUKEwj5k67PkYHpAhWiBKYKHSmZCiMQ6AEwAHoECAoBarrios, S. C. (2013). The brain triuno and the ethical intelligence: fundamental counterfoil of the multifocal intelligence. Praxis, 8(1), 147–165. https://doi.org/10.21676/23897856.40Bouryal, K. (2011). Nielse Acquieres NeuroFocus. https://www.nielsen.com/us/en/press-releases/2011/nielsen-acquires-neurofocus/Braidot, N. (2010). Neuromarketing aplicado. Brain Decision Braidot Center. España, 29.Braidot, N. P. (2013). Neuromarketing En Accion.Burkitt, L. (2009). Neuromarketing: Companies Use Neuroscience for Consumer Insights. https://www.forbes.com/forbes/2009/1116/marketing-hyundai-neurofocus-brain-waves-battle-for-the-brain.html#c49fddd17bb2Cadavid, A. M. (2014). El Neuromarketing y su Aplicacion en las Estrategias de Mercadeo. 12.Carter, R. (1998). Rita carter (p. 15).Castellanos, J. vicente, & Gonzalez, D. (2013). Juventud, neurociencia, tecnología y subjetividad. Revista de Estudios de Juventud, Diciembre(103).Castellanos, V., & González, D. (2013). ¿Qué puede aportar la neurociencia al marketing y a la investigación de mercados? Revista De Estudios De Juventud, 51–68.Di Cicco, V. (2018). Neuromarketing y precio: la maldición perceptual. https://www.informabtl.com/neuromarketing-precio-la-maldicion-perceptual/Dooley, R. (2005). Neurosense. https://www.neurosciencemarketing.com/blog/companies/neurosenseGuyton & Hall. (2001). Tratado de Fisiologia Medica 10a ed. McGraw Hill Interamicana. Tratado de Fisiologia Medica 10a Ed. McGraw Hill In, 11(1), 7–9. https://doi.org/10.14444/4002Jimenez, C. (2017). Conect with your Clients and Earn a Market. https://beacon.by/carlos-jimenez/conectate-con-tus-clientes-y-gana-en-el-mercado#/6Jones, D. G. B., & Monieson, D. D. (1990). Historical research in marketing: Retrospect and prospect. Journal of the Academy of Marketing Science, 18(4), 269–278. https://doi.org/10.1007/BF02723911Jonny, M. (n.d.). Consumer Behaviour. Liderazgo y Mercadeo.Com. https://www.liderazgoymercadeo.co/comportamiento-del-consumidor/Klarić, J. (2009). Mindcode: The Science of Getting the Brain to Buy (p. 230). https://activosenafiliados.info/biblioteca/Jurgen-Klaric/Vendele-a-la-Mente-No-a-la-Gente.pdfKotler, P. (1996). Direccion de Mercadotecnia (8th ed.).Kotler, P., & Armstrong, G. (2007). Principles of Marketing.Kotler, P., & Armstrong, G. (2013). Marketing (12th ed.).Kotler, P., & Keller, K. L. (2006). Dirección del Marketing. In Fundamentos de Marketing (12th ed.). https://publiclina.files.wordpress.com/2015/01/direccion_de_marketing_-_kotler_edi12.pdfKühn, S., Strelow, E., & Gallinat, J. (2016). Multiple “buy buttons” in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. NeuroImage, 136, 122–128. https://doi.org/10.1016/j.neuroimage.2016.05.021Maria, G. (2012). Psicobiologia Manual Cede de Preparacion PIR12 CEDE Madrid.Monferrer, D. (2013). Fundamentos del Marketing (Primera Edición ed.). In España: Universitat Jaume. doi: http://dx. doi. org/10.6035/Sapientia74. http://repositori.uji.es/xmlui/bitstream/handle/10234/49394/s74.pdfMorin Christophe, R. P. (2013). Neuromarketing: EL nervio de la Venta. http://www.worldcat.org/title/european-ungulates-and-their-management-in-the-21st-century/oclc/401147378/viewport%5Cnhttp://www.worldcat.org/title/european-ungulates-and-their-management-in-the-21st-century/oclc/401147378/viewportNational Center for Biotechnology Information, U. S. N. L. of M. (n.d.). Consumer Behaviour through the Eyes of Neurophysiological Measures. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6766676/Nuñez, F. (2015). El neuromárketing analiza las decisiones de compra de un producto. https://www.peru-retail.com/neuromarketing-analiza-decisiones-compra-producto/Peter, P. J., & Olson, J. C. (2005). Consumer Behavior Marketing.Ramos, J. (n.d.). El Cerebro Reptiliano y las Decisiones de Compra: Neuromarketing. https://www.javiramosmarketing.com/neuromarketing-cerebro-reptil/Rivera, J., & Arellano, R. (2013). Conducta del consumidor, estrategias y tácticas aplicadas al marketing. https://books.google.com.tw/books?id=eb2AQAAQBAJ&printsec=frontcover&dq=Conducta+del+consumidorEstrategias+y+políticas+aplicadas+al+marketing&hl=en&sa=X&ved=0ahUKEwiRq4WAo4HpAhXDG6YKHTHHDTsQ6AEINzAB#v=onepage&q=Conducta del consumidorEstrategias y polítiRosa, R. (n.d.). What is neuromarketing, Techniques and areas where it works. https://rosanarosas.com/que-es-neuromarketing-tecnicas-areas-emplean/Salas Canales, H. J. (2018). Neuromarketing : Explorando la mente del consumidor Neuromarketing : Exploring the consumer ’ s mind. Revista Científica de La UCSA, 5(2), 36–44.Sanchez Galan, J. (n.d.). Consumidor @ economipedia.com. https://economipedia.com/definiciones/consumidor.htmlSchiffman, L., & Lazar, L. (2010). Comportamiento del consumidor - Décima edición. https://s3.amazonaws.com/academia.edu.documents/38989466/Comportamiento_del_Consumidor_Leon_G_Schiffman_Leslie_Lazar_Kanuk_10ed.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1542997751&Signature=dniR1CiHNp8J8cAJKlJ43pkujHc%3D&response-content-dispositioSilberstein, R. (2020). Neuro-Insight. https://www.neuro-insight.com/staff/chairmanStaton, W. J., Etzel, M. J., & Walker, B. J. (2004). Fundamentos de Marketing (14th ed.). McGraw-Hill.TheEconomist. (2004). Neuromarketing: Could brain-scanning technology provide an accurate way to assess the appeal of new products and the effectiveness of advertising? http://www.economist.com/node/21643205/printWells, W., Moriarty, S., & Burnett, J. (2007). Publicidad, Principios y Práctica. Prentice-Hall.Zoëga Ramsøy, T. (2015). Introduction to Neuromarketing & Consumer Neuroscience. https://neuromarketingtips.eu/neuromarketing-resources/neuromarketing-books/introduction-to-neuromarketing-consumer-neuroscience-by-thomas-zoega-ramsoy/ 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933031資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107933031 資料類型 thesis dc.contributor.advisor 吳文傑 zh_TW dc.contributor.advisor Wu, Jack en_US dc.contributor.author (Authors) 瑪麗亞 zh_TW dc.contributor.author (Authors) Maria Ibarra Padilla en_US dc.creator (作者) 瑪麗亞 zh_TW dc.creator (作者) Padilla, Maria Ibarra en_US dc.date (日期) 2020 en_US dc.date.accessioned 3-Aug-2020 17:46:17 (UTC+8) - dc.date.available 3-Aug-2020 17:46:17 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2020 17:46:17 (UTC+8) - dc.identifier (Other Identifiers) G0107933031 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131043 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 107933031 zh_TW dc.description.abstract (摘要) Neuromarketing studies people’s brain processes and their changes during decision-making at the time of purchase. These changes that are registered in the brain allow us to find the most relevant manifestations that drive consumers. Neuromarketing in the buying decision process can start anytime, anywhere, not necessarily for a product or service, and ends once the consumer assumes they have purchased a product or service and can use and enjoy it.In the development of this thesis the basic and good source concepts that cover this topic are detailed, the general objective of the research is to analyze the influence of neuromarketing on the consumer buying process. This thesis will approach the consumer as a person or organization that consumes goods or services, that the producers or suppliers make available to them that decide to sue to satisfy some type of need in the market. To position the product or service, it is necessary to define the company’s target which, with the contribution of neurosciences, allows us to know the needs and desires of our clients, how this influences behavior and decision-making.As a theoretical basis for citing the information collected respecting copyright; authors such as Philip Kotler, Gary Armstrong Néstor Braidot and others stand out, whose texts were of fundamental support for this thesis. en_US dc.description.tableofcontents 1. Introduction 11.1. Motivation 11.2. Significance of Study 11.3. Statement of problem 21.4. Objectives 31.5. Research Methodology 41.6. Framework 42. Literature Review 62.1. Neuroscience 62.2. What is Neuromarketing? 62.3. Origin of Neuromarketing 72.4. Objectives of Neuromarketing 82.5. Advantages and Disadvantages of Neuromarketing 92.6. Benefits in the application of neuroscience to neuromarketing 92.7. The Brain 102.8. The Triune Brain: The three Brain Levels 112.9. Neurotransmitters and their importance in Marketing 143. Positioning of a Product Through Neuromarketing in Consumer Behavior 173.1. Positioning Concept 173.2. Consumer Definition 173.3. Neuromarketing and the consumer 243.4. Neuromarketing Factors to Understand Consumers’ Minds 273.5. Starting Point for the study of Consumer Buying Behavior in Decision Making 323.6. Customer Motivation 333.7. The needs at the Brain Levels 343.8. Methodology and Application in the investigation of the consumer need in Neuromarketing 364. The Product as the Mind Constructs it 394.1. Product Definition 394.2. The product as a Multi-Neurosensory Construction 404.3. The brand Role in the Neuromarketing strategy 414.4. The price as perceptual Construction 414.5. Inequality Effect on the Cost of a Price Perceived as Unfair 434.6. The Importance of knowing the Functioning of memory system 454.7. Neuro-relational Selling 484.8. How to design more Effective Campaigns 505. Inside the Mind of Consumer 525.1. Subconscious Decision-making into Actionable Insights 525.2. Rising usage of Neuromarketing 545.3. Introduction of a Case Study 556. Conclusions 637. Reference 64 zh_TW dc.format.extent 1547985 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107933031 en_US dc.subject (關鍵詞) 神經行銷學 zh_TW dc.subject (關鍵詞) 神經科學 zh_TW dc.subject (關鍵詞) 行銷 zh_TW dc.subject (關鍵詞) 消費者行為 zh_TW dc.subject (關鍵詞) 大腦研究 zh_TW dc.subject (關鍵詞) Neuromarketing en_US dc.subject (關鍵詞) Neuroscience en_US dc.subject (關鍵詞) Marketing en_US dc.subject (關鍵詞) Consumer Behavior en_US dc.subject (關鍵詞) Brain research en_US dc.title (題名) 神經行銷學對於消費者行為的重要性 zh_TW dc.title (題名) The Importance of Neuromarketing on Consumer Behavior en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Adrian, T. (n.d.). El Modelo de los Tres Cerebros. https://psicologiaymente.com/neurociencias/modelo-3-cerebros-reptiliano-limbico-neocortexArellano, R. (2009). Conducta del Consumidor Estrategias y Tacticas aplicadas al Marketing. https://books.google.com.tw/books?id=veXDOkhpW9AC&pg=PP4&lpg=PP4&dq=arellano+2009+Condicionantes+del+comportamiento+del+consumidor.&source=bl&ots=Aa7GA868al&sig=ACfU3U060MKufJL5JtxUGvqtOizZ-i1gog&hl=en&sa=X&ved=2ahUKEwj5k67PkYHpAhWiBKYKHSmZCiMQ6AEwAHoECAoBarrios, S. C. (2013). The brain triuno and the ethical intelligence: fundamental counterfoil of the multifocal intelligence. Praxis, 8(1), 147–165. https://doi.org/10.21676/23897856.40Bouryal, K. (2011). Nielse Acquieres NeuroFocus. https://www.nielsen.com/us/en/press-releases/2011/nielsen-acquires-neurofocus/Braidot, N. (2010). Neuromarketing aplicado. Brain Decision Braidot Center. España, 29.Braidot, N. P. (2013). Neuromarketing En Accion.Burkitt, L. (2009). Neuromarketing: Companies Use Neuroscience for Consumer Insights. https://www.forbes.com/forbes/2009/1116/marketing-hyundai-neurofocus-brain-waves-battle-for-the-brain.html#c49fddd17bb2Cadavid, A. M. (2014). El Neuromarketing y su Aplicacion en las Estrategias de Mercadeo. 12.Carter, R. (1998). Rita carter (p. 15).Castellanos, J. vicente, & Gonzalez, D. (2013). Juventud, neurociencia, tecnología y subjetividad. Revista de Estudios de Juventud, Diciembre(103).Castellanos, V., & González, D. (2013). ¿Qué puede aportar la neurociencia al marketing y a la investigación de mercados? Revista De Estudios De Juventud, 51–68.Di Cicco, V. (2018). Neuromarketing y precio: la maldición perceptual. https://www.informabtl.com/neuromarketing-precio-la-maldicion-perceptual/Dooley, R. (2005). Neurosense. https://www.neurosciencemarketing.com/blog/companies/neurosenseGuyton & Hall. (2001). Tratado de Fisiologia Medica 10a ed. McGraw Hill Interamicana. Tratado de Fisiologia Medica 10a Ed. McGraw Hill In, 11(1), 7–9. https://doi.org/10.14444/4002Jimenez, C. (2017). Conect with your Clients and Earn a Market. https://beacon.by/carlos-jimenez/conectate-con-tus-clientes-y-gana-en-el-mercado#/6Jones, D. G. B., & Monieson, D. D. (1990). Historical research in marketing: Retrospect and prospect. Journal of the Academy of Marketing Science, 18(4), 269–278. https://doi.org/10.1007/BF02723911Jonny, M. (n.d.). Consumer Behaviour. Liderazgo y Mercadeo.Com. https://www.liderazgoymercadeo.co/comportamiento-del-consumidor/Klarić, J. (2009). Mindcode: The Science of Getting the Brain to Buy (p. 230). https://activosenafiliados.info/biblioteca/Jurgen-Klaric/Vendele-a-la-Mente-No-a-la-Gente.pdfKotler, P. (1996). Direccion de Mercadotecnia (8th ed.).Kotler, P., & Armstrong, G. (2007). Principles of Marketing.Kotler, P., & Armstrong, G. (2013). Marketing (12th ed.).Kotler, P., & Keller, K. L. (2006). Dirección del Marketing. In Fundamentos de Marketing (12th ed.). https://publiclina.files.wordpress.com/2015/01/direccion_de_marketing_-_kotler_edi12.pdfKühn, S., Strelow, E., & Gallinat, J. (2016). Multiple “buy buttons” in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. NeuroImage, 136, 122–128. https://doi.org/10.1016/j.neuroimage.2016.05.021Maria, G. (2012). Psicobiologia Manual Cede de Preparacion PIR12 CEDE Madrid.Monferrer, D. (2013). Fundamentos del Marketing (Primera Edición ed.). In España: Universitat Jaume. doi: http://dx. doi. org/10.6035/Sapientia74. http://repositori.uji.es/xmlui/bitstream/handle/10234/49394/s74.pdfMorin Christophe, R. P. (2013). Neuromarketing: EL nervio de la Venta. http://www.worldcat.org/title/european-ungulates-and-their-management-in-the-21st-century/oclc/401147378/viewport%5Cnhttp://www.worldcat.org/title/european-ungulates-and-their-management-in-the-21st-century/oclc/401147378/viewportNational Center for Biotechnology Information, U. S. N. L. of M. (n.d.). Consumer Behaviour through the Eyes of Neurophysiological Measures. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6766676/Nuñez, F. (2015). El neuromárketing analiza las decisiones de compra de un producto. https://www.peru-retail.com/neuromarketing-analiza-decisiones-compra-producto/Peter, P. J., & Olson, J. C. (2005). Consumer Behavior Marketing.Ramos, J. (n.d.). El Cerebro Reptiliano y las Decisiones de Compra: Neuromarketing. https://www.javiramosmarketing.com/neuromarketing-cerebro-reptil/Rivera, J., & Arellano, R. (2013). Conducta del consumidor, estrategias y tácticas aplicadas al marketing. https://books.google.com.tw/books?id=eb2AQAAQBAJ&printsec=frontcover&dq=Conducta+del+consumidorEstrategias+y+políticas+aplicadas+al+marketing&hl=en&sa=X&ved=0ahUKEwiRq4WAo4HpAhXDG6YKHTHHDTsQ6AEINzAB#v=onepage&q=Conducta del consumidorEstrategias y polítiRosa, R. (n.d.). What is neuromarketing, Techniques and areas where it works. https://rosanarosas.com/que-es-neuromarketing-tecnicas-areas-emplean/Salas Canales, H. J. (2018). Neuromarketing : Explorando la mente del consumidor Neuromarketing : Exploring the consumer ’ s mind. Revista Científica de La UCSA, 5(2), 36–44.Sanchez Galan, J. (n.d.). Consumidor @ economipedia.com. https://economipedia.com/definiciones/consumidor.htmlSchiffman, L., & Lazar, L. (2010). Comportamiento del consumidor - Décima edición. https://s3.amazonaws.com/academia.edu.documents/38989466/Comportamiento_del_Consumidor_Leon_G_Schiffman_Leslie_Lazar_Kanuk_10ed.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1542997751&Signature=dniR1CiHNp8J8cAJKlJ43pkujHc%3D&response-content-dispositioSilberstein, R. (2020). Neuro-Insight. https://www.neuro-insight.com/staff/chairmanStaton, W. J., Etzel, M. J., & Walker, B. J. (2004). Fundamentos de Marketing (14th ed.). McGraw-Hill.TheEconomist. (2004). Neuromarketing: Could brain-scanning technology provide an accurate way to assess the appeal of new products and the effectiveness of advertising? http://www.economist.com/node/21643205/printWells, W., Moriarty, S., & Burnett, J. (2007). Publicidad, Principios y Práctica. Prentice-Hall.Zoëga Ramsøy, T. (2015). Introduction to Neuromarketing & Consumer Neuroscience. https://neuromarketingtips.eu/neuromarketing-resources/neuromarketing-books/introduction-to-neuromarketing-consumer-neuroscience-by-thomas-zoega-ramsoy/ zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202000688 en_US
