神经技术与商品定价技术对消费者行为的影响

L. Kapinus, N. Skrygun, N. Molin
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引用次数: 0

摘要

营销人员一直在试图深入消费者的头脑,寻找他们问题的答案——人们在特定类别的产品中选择什么以及如何选择。但要做到这一点,需要一个独立的方向的出现,这个方向被称为神经营销。多亏了神经营销研究,才有可能不断发展和提高营销的有效性。这个方向允许您为特定公司开发最有效的广告模式。事实上,在这种情况下,每个创新都经历了研究,在此期间,产品在目标受众中引起的神经反应和情绪被记录下来。本文致力于考虑现有的神经营销的心理方法和价格技术及其对消费者行为的影响。从现代市场条件下企业最优运行的角度出发,研究广告对购买者影响等准则的必要性。神经营销学的定义是根据不同的科学领域给出的,特别是与营销活动有关的定义。描述了神经营销研究的发展历史,哪些理论在这一方向形成之前占主导地位,哪些科学家为其发展做出了贡献。描述了神经营销研究与经典营销研究之间的差异。综合利用研究数据是最优的选择。已经确定,只有大公司才有能力建立自己的部门来进行相关研究。由于这种结构的维护需要相当多的资金。神经营销的目标和目的以及触发因素是影响消费者潜意识的主要因素,已经确定。描述了影响消费者行为的途径。它也反映了在公司活动中使用神经营销研究结果的不同观点。人们认为,神经营销是一种相当有前途的方法,可以确定广告信息的有效性,这种方法已经被一些领先的公司使用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
INFLUENCE OF NEUROTECHNOLOGIES AND PRICING TECHNIQUES OF MERCHANDISING ON CONSUMER BEHAVIOR
Marketers at all times have sought to look into the heads of consumers to find out the answers to their questions – what and how people choose in a particular category of products. But it was possible to do this only with the emergence of a separate direction, which was called neuromarketing. Thanks to neuromarketing research, it is possible to constantly develop and increase the effectiveness of marketing. This direction allows you to develop the most effective advertising model for a particular company. Indeed, in this case, each innovation undergoes the study, during which the neurological reactions and emotions evoked in the target audience by the product are recorded. The article is devoted to the consideration of existing psychological methods and price techniques of neuromarketing and their impact on consumer behavior. The necessity of studying such criterion as the influence of advertising on buyers from the point of view of the optimal functioning of the enterprise in modern market conditions is considered. The definitions of neuromarketing are given in accordance with the various fields of science and, in particular, in relation to marketing activities. The history of the development of neuromarketing research is described, which theories prevailed until the formation of this direction and which scientists contributed to its development. The differences between neuromarketing research and those used in classical marketing are described. It is concluded that the most optimal option is the integrated use of research data. It has been determined that only large companies can afford to create their own divisions to conduct the relevant research. Since the maintenance of suchstructureit requires quite a lot of finance. The goals and objectives of neuromarketing, as well as triggers, which are the main ones for influencing the subconscious of consumers, have been determined. The ways of influencing on consumer behavior are described. It also reflects different points of view on the use of the results of neuromarketing research in the companies’activities. It was determined that neuromarketing is a fairly promising method for determining the effectiveness of advertising messages, which is already used by leading companies.
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