The Importance of Emotions in Consumer Purchase Decisions — A Neuromarketing Approach
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 actio...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2022-06-01
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| Series: | Marketing of Scientific and Research Organizations |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/minib-2022-0010 |