Neurolinguistic and neuromarketing effects on consumer behavior

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 longterm 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.