bachelorThesis
How neuroscience and sensorial theories can affect the marketing of different companies’ products and services?
Fecha
2014Autor
González Fajardo, María Juliana
Institución
Resumen
Taking into account the aggressive competitiveness among businesses nowadays, marketing represents a highly important tool to grow or even survive. There are many theories around marketing however most of them consider only the expressed conscious preferences and rational choices.
This work pretend to have a closer look of how Neuroscience and Multisensorial theories can nourish the marketing domain, for this, we will revise some of the most relevant bibliography around this area to frame the purpose of the study. After the information gathered through this revision, we will review two important examples of actual world wide known companies that have use neuroscience inspired marketing taking also into account the synergy of the senses.
After this, the two examples will be analyze and discuss in order to conclude how neuroscience and the multisensorial theories can affect the marketing of different products and services. This paper intends to approach marketing from the preferences that our brains show through neuroscience, even if we don’t know about them.