Does Your Brain Have a Buy Button?

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 210 - 229

Опубликована: Июль 26, 2024

In this competitive world, the human senses and their responsiveness play a vital role in influencing consumer behavior purchase patterns. Brands are using neuromarketing to employ different sensory tactics cover maximum market share connect with customers. Marketers use neurosciences techniques customers on emotional behavioral aspects, known as branding approach. This trending approach of helps brands create synergy marketing creative psychology make strategies for at same time. The chapter aims explore how connections influence them purchase. Using conceptual chapter, it is explained what uses powerful brand fit strategy customer profiles. author observed that marketers faced challenges used kinds related neuro which help understand bond.

Язык: Английский

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Metaverse Metamorphosis

Advances in social networking and online communities book series, Год журнала: 2024, Номер unknown, С. 275 - 286

Опубликована: Июнь 6, 2024

The incorporation of the metaverse into world business has brought about a significant and fundamental change, altering conventional frameworks methods while presenting unparalleled prospects for expansion creativity. This chapter examines influence transformation on worldwide economy, emphasising its ability to generate fresh work, labour, employment. In addition, an attempt been made explore economic consequences metaverse, encompassing emergence sectors, markets, sources income, as well promotion employment generation. impact development, innovation, quality life globally, highlighting revolutionary capabilities. Furthermore, author explores significance closing divide between research discoveries industrial implementations, necessity cooperation information sharing convert academic tangible advancements that have effect real world. globally.

Язык: Английский

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Evaluating the challenges of metaverse-enabled digital entrepreneurship: evidence from Saudi Arabia as an emerging economy

Journal of Entrepreneurship in Emerging Economies, Год журнала: 2025, Номер unknown

Опубликована: Фев. 10, 2025

Purpose Although several papers have been published over the past decade on various aspects of digital entrepreneurship, nothing has hitherto written theme entrepreneurship in metaverse. This paper, therefore, aims to explore key challenges metaverse, with a view developing model address these challenges. Design/methodology/approach The Decision Making Trial and Evaluation Laboratory approach was adopted this study rank selected order importance establish cause-and-effect relationship between them. data were gathered from 10 experts Saudi Arabia who deploy augmented reality, virtual reality other immersive technologies course their business. Findings Three challenges, namely, “Market fragmentation (C3)”, “Technical complexity (C1)” “Monetisation revenue models (C5)” highlighted findings as main factors influence Cause group, whereas remaining five “Infrastructure connectivity (C2)”, “Social ethical considerations (C8)”, “User adoption engagement (C6)”, “Privacy security (C7)” “Intellectual property protection (C4)”, categorised Effect being significantly influenced by group. Originality/value To best authors’ knowledge, is first metaverse-enabled classify identified into groups Effect.

Язык: Английский

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Neuro Marketing

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 26 - 42

Опубликована: Июль 26, 2024

The chapter captures the shift from conventional to cognitive analysis tools in marketing landscape. It is clear that promotional ecology has developed over time, and it shifted using traditional methods tools. In particular, highlights how information study of neurology may be utilized rethink construct cutting-edge technologies probe deeper into way people think produce advertising efforts are more correctly perceptive successful. Among many techniques used area brain imaging, some examples include skin conductance, heart rate variability (HRV), eye tracking, functional magnetic resonance imaging (fMRI). Whenever they embark on examination neural bases for consumer behavior gain a fuller appreciation intricacies customer behavior, these studying feedback as well ethical issues come up result such investigation.

Язык: Английский

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The Right Color Attracts the Right Customer

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 354 - 375

Опубликована: Июль 26, 2024

Neuromarketing is emerging as the next game-changing branch of marketing that applies principles neuroscience to better understand customer's conscious and subconscious mind while deciding purchase any product or service well during his choice-making processes. Color psychology a key technique neuromarketing explores how people perceive different colors it affects their emotions purchasing decisions. By studying associations sensory responses various colors, neuromarketers can develop significant understanding color influences consumer choices thereby, by leveraging integrating into each stage process, they boost sales targeted segment. reviewing existing literature, this chapter aims portray interplay between neuromarketing, psychology, behavior, also highlights strategic use attract right customer enhance effectiveness.

Язык: Английский

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Green Business Incubation

Advances in business strategy and competitive advantage book series, Год журнала: 2024, Номер unknown, С. 231 - 268

Опубликована: Окт. 11, 2024

Business incubators provide a business environment, where incubatee entrepreneurs can nurture their startup ventures successfully. By offering green infrastructural support, networking, investors, and mentoring, assist in achieving enhanced performance, successful market penetration, financial success. Notwithstanding the emerging interest incubation domain, process for innovation entrepreneurial success remains limited. The author therefore proposes design of ecosystem framework (initiative context, facilities, outcomes). Admittedly, establishing processes would enhance early-stage success, foster innovation, minimize challenges, expand employment opportunities. Thus, contribution this chapter broadly support development incubators, nascent sustainable worldwide.

Язык: Английский

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Neurological Pathways to Impulse Buying in Virtual Reality

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 287 - 307

Опубликована: Июль 26, 2024

The objective of this chapter is to gain an understanding how the immersive quality virtual reality (VR) affects customer perception, emotional engagement, and brand memory. Furthermore, investigates physiological responses that are triggered by advertising. This neurological correlates linked with experiences. These include activation patterns in regions brain involved attention, memory encoding, processing. Additionally, addresses potential for advertising elicit stronger boost memorability comparison traditional forms. ethical considerations addressed. chapter, its entirety, makes a contribution our mechanisms responsible consumer offers insights into consequences phenomenon has both consumers marketers.

Язык: Английский

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Decoding Neuromarketing Strategies

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 184 - 209

Опубликована: Июль 26, 2024

Investigating consumer perceptions concerning neuromarketing strategies employed by marketers and the resultant impact on brand equity constitutes core of study. This chapter investigates various to ascertain their importance in influencing with a specific focus 162 consumers Kangra District Himachal Pradesh using convenience sampling. By employing empirical analysis conceptual framework, study seeks how strategies—brand positioning, awareness, prestige, performance, feeling, judgment, branding, advertisement, purchase decision, product design, innovation—influence equity. The findings offer valuable insights that will enlighten businesses about implications customer choices perception through development more productive enticement strategies.

Язык: Английский

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Modernizing Customer Experience Through Augmented-Virtual Reality in Emerging Markets

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 308 - 335

Опубликована: Июль 26, 2024

The retail sector is experiencing a significant transformation through the integration of augmented reality (AR) and virtual (VR) technologies. convergence AR VR driving substantial change in dynamic ever-evolving business. This ushering new era immersive personalized shopping experiences, fundamentally altering how consumers engage with products environments. Through applications, customers can effortlessly use their smartphones to locate items, receive real-time promotions, gain additional information about them. Augmented enables try-on experience, allowing buyers visualize setting. chapter explores various challenges potential implications sector, highlighting transformations these technologies bring industry. revolutionizing in-store navigation, providing an engaging user-friendly navigational experience.

Язык: Английский

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Behaviour Examining Sensorimotor and Affective Responses to Marketing Stimuli Through Neuropsychology

Advances in marketing, customer relationship management, and e-services book series, Год журнала: 2024, Номер unknown, С. 254 - 286

Опубликована: Июль 26, 2024

Neuromarketing integrates neuroscience, psychology, and marketing to explore consumers' subconscious emotional reactions stimuli. This interdisciplinary approach utilizes advanced neuroimaging psychophysiological techniques provide deeper insights into consumer behavior. The research employs a comprehensive literature review bibliometric analysis, revealing significant trends, gaps, advancements in the field. findings underscore importance of integrating neuromarketing advertising practices create more compelling campaigns that resonate with motivations. study also highlights evolution technologies methodologies, emphasizing their practical applications branding, pricing, advertising, packaging, decision-making. By addressing gaps considering cultural individual differences, this contributes both theoretical knowledge strategies, offering actionable for developing effective engaging campaigns.

Язык: Английский

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