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- W2503147592 abstract "For centuries, countless hours of research have been dedicated to explaining human behavior in decision-making situations. As early as the late nineteenth century, John Wannamaker, who opened America’s first shopping mall in 1876, said the following: “I know that half of my money spent in advertising is wasted, but I don’t know which is such a half”. Every year businesses invest billions of euros in communication activities, whose effectiveness cannot be clearly confirmed. This is because classic research efforts could not clearly answer the central question: “What motivates the customer to buy?” For this reason, a new economic discipline known as neuromarketing has been trying to find the answer since the 1990s by combining economic and scientific findings. With the help of medical devices used to measure brain activity, the discipline aims to explain mostly unexplored processes and procedures within the human brain’s so-called “black box” during economic decision processes. The focus here is on researching processes like perception, attitude, and motivation, which are difficult to record empirically and which can hopefully be used to gain a better understanding of consumers, thus making a contribution to sustainable and efficient use of communication measures." @default.
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- W2503147592 date "2016-01-01" @default.
- W2503147592 modified "2023-09-27" @default.
- W2503147592 title "Neuromarketing: The Effect of Attitudes on the Perception of External Business Communication" @default.
- W2503147592 doi "https://doi.org/10.1007/978-3-319-29877-1_21" @default.
- W2503147592 hasPublicationYear "2016" @default.
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