Towards a better understanding of consumer behavior: Marginal Utility as a parameter in Neuromarketing research

Letizia Alvino, Efthymios Constantinides, Massimo Franco

    Research output: Contribution to conferenceAbstractOther research output

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    Abstract

    Understanding consumers’ decision-making process is a recurrent goal in Marketing. However, the traditional tools used in marketing, such as surveys, personal interviews and participant observations are often inadequate to analyze and understand human behavior. Since consumer decisions are often influenced by unconscious mental processes, the consequence is that consumers very often do not want to, or do not know how to, explain their choices. For this reason, Neuromarketing research has grown in popularity. Neuromarketing uses neuroscience techniques in order to determine the neurological causes that explain human decisions and behaviors. Identifying these mechanisms is useful to explain consumers’ responses to marketing stimuli.
    Original languageEnglish
    Pages27-27
    Number of pages1
    Publication statusPublished - 27 May 2017
    Event5th International Conference on Management: ICOM-2017 - Kingsbury Hotel, Colombo, Sri Lanka
    Duration: 25 May 201726 May 2017

    Conference

    Conference5th International Conference on Management
    Abbreviated titleICOM-2017
    CountrySri Lanka
    CityColombo
    Period25/05/1726/05/17

    Keywords

    • Consumer Satisfaction
    • Consumer's Decision-making
    • Marginal Utility
    • Neuromarketing

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