TY  - THES
U1  - Bachelor Thesis
A1  - Stotz, Kerstin
T1  - The importance and potential of neuromarketing in terms of online marketing activities
N2  - In the last few years no other innovation has been able to influence the marketing environment like neuromarketing, the new science of consumer behaviour, which combines neuroscientific techniques with marketing in order to understand brain functions in terms of marketing activities. This combination helps to improve the understanding of the influence of emotions and senses on decision-making and buying-behaviour. The aim of this study is to investigate the potential and limitations of neuromarketing, by taking a close look into published data, conducted studies and expert opinions concerning this new field of science. The published data retrieved from studies using brain-imaging techniques found that emotions and human senses influence every second in human beings’ perception and that consumers are not able to decide completely economically. Nevertheless, further research is recommended in order to gain a deeper understanding of the human brain and how it conducts
decision-making processes. Additionally, consumer neuroscience has high potential to become a commonly used technique, which sustainably supports traditional
market research. Neuromarketing seems to become a promising technique to provide consumers with desired products, services, web shops and advertising
design.
KW  - neuromarketing
KW  - online marketing
KW  - e-commerce
KW  - consumer neuroscience,
KW  - brain imaging
KW  - techniques
KW  - fMRI
KW  - ethics
KW  - marketing mix
KW  - internet
KW  - market research
Y2  - 2015
ER  -