The importance of emotions in consumer purchase decisions – a neuromarketing approach

• Authors: Mirosława Pluta-Olearnik , Patrycja Szulga

Abstracts

EN

Traditional methods used in marketing research focus on the rationality of individuals and the conscious processes they are able to analyse and verbally expose. Developments in the field of neuroscience have proven that emotions are the fundamental basis from which the thoughts, behaviours and actions of individuals emerge. Thus, this paper explains the importance of the emotional dimension both in consumer decision-making and in measuring the impact of marketing activities. The purpose of the article is to indicate the current position of the use of neuromarketing and its tools in the analysis of consumer behaviour and show how an important role is played by emotions and the unconscious part of consumers' minds during purchasing decisions. It is a review article, based on interdisciplinary knowledge, which brings to the fore new possibilities of studying not only the observed behaviour of consumers but also their minds - including decision-making processes, as well as the role of emotions and perceptions triggered by brands, products, messages and advertisements. New knowledge from the area of neuromarketing is not a categorical alternative to traditional marketing, but effectively complements it. Companies can adopt new research methods and invest in strategies that allow them to engage consumers emotionally in order to better connect with them and uncover hidden needs and desires.

Keywords

EN

marketing; neuromarketing; purchasing behaviour; consumer emotions; marketing research

• Publisher: Sieć Badawcza Łukasiewicz - Instytut Lotnictwa
• Journal: Marketing Instytucji Naukowych i Badawczych
• Year: 2022
• Volume: 44
• Issue: 2
• Pages: 87-104

Dates

published

2022

Contributors

author

Mirosława Pluta-Olearnik

• Department of Marketing, Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland

• https://orcid.org/0000000257194710

author

Patrycja Szulga

• Wroclaw University of Economics and Business, Komandorska 118/120, 53-345 Wrocław, Poland

• https://orcid.org/000000033630966X

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Identifiers

DOI

10.2478/minib-2022-0010

Biblioteka Nauki

11364529