Neuromarketing as interdisciplinary area: Theoretical and methodological analysis

2021 ◽  
Vol 39 (6) ◽  
Author(s):  
Vitalii S. Reikin ◽  
Serhii YA. Voitovych ◽  
Tetiana I. Danyliuk ◽  
Kateryna YU. Dedeliuk ◽  
Iryna F. Lorvi
Keyword(s):  
Behavioral Economics ◽  
Experimental Studies ◽  
Necessary Condition ◽  
Methodological Principle ◽  
Consumer Decision Making ◽  
Homo Economicus ◽  
Sensory Marketing ◽  
Informational Uncertainty ◽  
Methodological Principles ◽  
Information Incompleteness

Modern neuromarketing is a synthesis of behavioral economics theoretical and methodological foundations in close connection with the tools of neurophysiology which are successfully used in the practice of sensory marketing. At the same time, the basic methodological principle of neuromarketing is limited rationality in the context of behavioral and informational uncertainty. Purpose of publication – сarrying out theoretical and methodological analysis of neuromarketing as a complex interdisciplinary and innovative area; disclosure of methodological principles and theoretical provisions of behavioral economics in the context of their applications in touch marketing. Such methods as analysis, comparison, generalization, systemic and logical ones were used in the research. It is argued that consumer decision-making in choice situations is influenced by emotions based on subconscious perception. It is proved that visual, sound and aromarketing are the main “nudging” factors of R. Thaler’s theory in the context of neuromarketing. For the first time in the scientific discourse, the elements of the sensory component of neuromarketing are considered as stimulating factors for the implicit “nudging” of R. Thaler's behavioral economics theory. The theoretical and methodological foundations of neuromarketing research, which based on more realistic postulates of limited rationality, influence of emotions and information incompleteness in contrast to “homo economicus” neoclassical paradigm are improved. It is shown that a necessary condition for further successful development of neuromarketing is a combined interaction of psychology behavioral direction, neurophysiological technologies and empirical experience of marketers due to possible achievement of synergistic effect. The results of experimental studies, based on the empirical experience of a number of well-known scientists using neurophysiological methods, have proved the verification of the basic theoretical and methodological positions and individual effects of behavioral economics, which are actively used by Ukrainian marketers and marketers of other countries.

scholarly journals Aroma marketing as a tool to increase turnover in a chosen business entity

10.5219/1475 ◽  
2020 ◽  
Vol 14 ◽  
pp. 1161-1175
Author(s):  
Jakub Berčí­k ◽  
Roderik Virágh ◽  
Zdenka Kádeková ◽  
Tatiana Duchoňová
Keyword(s):  
Questionnaire Survey ◽  
Grocery Store ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Consumer Decision Making ◽  
Business Operation ◽  
Sensory Marketing ◽  
The Subject ◽  
Survey Comparison ◽  
Made In

The paper deals with the evaluation of the effectiveness of the application of aroma marketing describing a few possibilities of using aromatization in practice. Nowadays, many sophisticated tools are used in marketing and consumer behavior, such as sensory marketing and sensory perception. The following is the term of marketing communication and its division into the above-the-line and below-the-line communication, sales promotion, and in-store communication. The paper also focused on the new trends in the place of sale and aroma marketing. The subject of the practical part is the use of the aroma in the food store. An important part consists of a characteristic of the alliance, questionnaire survey, comparison of achieved sales volume and sales before placing the aroma diffuser, and while it was placed in the grocery store. The article aims to find out how the coffee aroma in the store influenced consumer decision-making and stimulated them to impulsive purchase and consequent influence on the company turnover. Concerning the results of our observation and questionnaire survey, we formulate suggestions and recommendations for the business operation and practice. The whole research was made in the grocery store “Môj obchod”.

scholarly journals Research methodology in economics

2020 ◽  
pp. 5-9
Author(s):  
Vitalii REIKIN
Keyword(s):  
Economic Research ◽  
Opportunistic Behavior ◽  
Common Elements ◽  
Protective Shell ◽  
Homo Economicus ◽  
Information Quantity ◽  
Economic Agents ◽  
Economic Man ◽  
Methodological Problems ◽  
Methodological Principles

Introduction. Some methodological provisions need to be modified according to the realities of existing practice and be verified according to the possibilities of their application in economic phenomena and processes study. Theoretical analysis of methodological principles, their comparison and generalization were used during investigation. The purpose of the paper is to study basic methodological prerequisites and principles in economic research. Results. Analyzing and summarizing the achievements of Nobel laureates, the methodological problems of limited rationality, information asymmetry and opportunistic behavior of economic agents are considered. Modern mainstream in economic research corresponds to binary paradigm of neoclassicism and neoinstitutionalism, which are based on two common elements of the “core”: methodological individualism and “economic man” conception (homo economicus). The focus of the enterprises on maximizing profitability, and households – on benefits, is an axiom of neoclassicism, which implies significant requirements for information quantity and quality. At the same time, rational choice is accompanied by situations of uncertainty and varying degrees of risk regarding such activities consequences. The advantages of the institutional direction as the closest to the real conditions of economic entities market activity are substantiated. A specific feature of neoinstitutional approach is modification of neoclassical paradigm due to preserving basic preconditions of its “core” and partial transformation of “protective shell” into more perfect, realistic principles. In economics, the most significant is methodological combination of “semi-strong” limited rationality with a “strong” form of opportunistic behavior. Conclusions. Thanks to introducing modified preconditions and methodological principles into neo-institutionalism, it became possible to improve the analysis of economics and to apply interdisciplinary research in combination with the approaches of other branches of science.

Interactivity and Amusement in Electronic Commerce

2005 ◽  
pp. 1607-1611 ◽  
Author(s):  
Yuan Gao
Keyword(s):  
Decision Making ◽  
Electronic Commerce ◽  
Web Sites ◽  
Experimental Studies ◽  
Structural Features ◽  
Consumer Attitude ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Decision Making Processes ◽  
Video And Audio

The use of structural features such as text size, font, graphics, color, animation, video and audio has been widely explored in the traditional media. Similar uses of such features have also been found in the online environment (Rodgers & Thorson, 2000). Factors related to consumer’s behavior, attitude, and perceptions regarding Web sites have been examined in academic literature (Chen & Wells, 1999; Coyle & Thorson, 2001; Ducoffe, 1996; Eighmey, 1997; Koufaris, 2002; Koufaris, Kambil, & Labarbera, 2001; Vijayasarathy, 2003). They include the investigation of effects of interactive features on Web site appeal (Ghose & Dou, 1998), and e-store characteristics on site traffic and sales (Lohse & Spiller, 1998). Some experimental studies examined the effects of animation and image maps on perceived telepresence and consumer attitude (e.g., Coyle & Thorson, 2001), and the use of pop-up windows on consumer decision-making processes (Xia & Sudharshan, 2000).

Option framing for upselling tourism services: Does cognitive availability prevent irrational choices?

2020 ◽  
pp. 135481662094972
Author(s):  
Verônica Feder Mayer ◽  
Glauber Eduardo de Oliveira Santos ◽  
Osiris Ricardo Bezerra Marques
Keyword(s):  
Behavioral Economics ◽  
Cognitive Biases ◽  
Experimental Studies ◽  
Contextual Influences ◽  
Leisure Travel ◽  
Irrational Behavior ◽  
Basic Set ◽  
Complete Set ◽  
Tourism Services ◽  
Robust Evidence

This article examines the effect of option framing and cognitive load on consumer choices of tourism services. Previous literature has shown that consumers tend to choose more options and spend more money when they begin the choice process from a complete set of options (downgrade/delete framing) than when they start choosing from a more basic set of options (upgrade/add framing). To exam this irrational behavior, we conducted two experimental studies with 561 consumers of leisure travel. The results of the two experiments provided robust evidence on the effect of the downgrade framing strategy on upselling tourism services and revealed that cognitive availability did not prevent consumers from making irrational choices. These findings indicate that decisions involving leisure trips may be even more susceptible than previously thought to cognitive biases and contextual influences due to their emotional and hedonic aspects, extending the existing literature on behavioral economics in tourism.

EXPANSION OF TECHNOLOGICAL CHARACTERISTICS OF THE HARROWING UNIT

2021 ◽  
Vol 1 (142) ◽  
pp. 83-88
Author(s):  
Aleksandr Slepenkov ◽  
◽  
Sergey Kulinchenko ◽  
Sergey Shchitov ◽  
Evgeniy Kuznetsov
Keyword(s):  
Experimental Studies ◽  
Research Purpose ◽  
Design Parameters ◽  
Necessary Condition ◽  
Technological Parameters ◽  
Depth Of Processing ◽  
Technological Characteristics ◽  
Low Load ◽  
Priority Direction

Improving the quality of pre-sowing tillage is a priority direction. Harrowing with the use of heavy disc harrows is one of the operations of pre-sowing tillage. An important task when using heavy disc harrows is to ensure sufficient load on the working body. (Research purpose) The research purpose is in increasing the efficiency of the harrowing process by adjusting the coupling weight in the tractor-harrow link using special devices. (Materials and methods) It is important to match the necessary condition of balance between the load on the working body and the traction qualities of the tractor with a low load-bearing capacity of the soil. The article describes a regulator of the coupling weight of the harrowing unit, for which was applied a patent. The article presents the general types of connection of the device with the disk harrow frame. (Results and discussion) The proposed device allows you to redistribute the weight of the unit, thereby automatically changing the load on the working body. Authors performed experimental studies on the influence of the main design parameters of the devices on the operation of the machine and tractor unit. (Conclusions) The proposed device allows, by expanding the design and technological parameters, to regulate the depth of processing, traction characteristics and speed of the harrowing unit.

Introduction

2020 ◽  
pp. 1-21
Author(s):  
Ethan Porter
Keyword(s):  
Decision Making ◽  
Health Insurance ◽  
Behavioral Economics ◽  
Political Science ◽  
Empirical Evidence ◽  
Political Knowledge ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Consumer Decisions ◽  
Political Decisions

This chapter blends insights from political science, behavioral economics, history and psychology to lay out the theoretical proposition of the book. The consumer citizen approach has implications for attitudes toward government and government spending, levels of political knowledge, and even whether people sign up for government-sponsored health insurance. Empirical evidence about the incidence of consumer and political decisions is offered. The comparative ubiquity of consumer decisions, I argue, explains why consumer decision-making tools come to be used in political contexts. Ultimately, viewing citizens as consumer citizens means viewing their political behaviors and attitudes as they are, not as some might wish them to be.

Behavioral lessons from Flipkart’s Big-Billion Day sale

2016 ◽  
Vol 26 (4) ◽  
pp. 453-475 ◽  
Author(s):  
Tulsi Jayakumar
Keyword(s):  
Decision Making ◽  
Behavioral Economics ◽  
Competitive Advantage ◽  
Secondary Data ◽  
Reference Points ◽  
Consumer Decision Making ◽  
Content Type ◽  
Study Approach ◽  
Behavioral Aspects

Purpose The purpose of this paper is to understand the behavioral lessons and managerial implications of deep discount strategies used by e-commerce firms to gain a competitive advantage over rivals. The paper seeks to understand the behavioral aspects of consumer and competitor response to such online sales, particularly with reference to e-satisfaction and e-loyalty. The case study seeks to: understand the behavioral aspects of utility and customer satisfaction; understand the behavioral aspects influencing customer attitudes, preferences and choice; understand heuristics involved in consumer decision-making; and understand possible firm strategies based on a thorough analysis of behavioral influencers of customer decisions. Design/methodology/approach The paper follows a case study approach. Secondary data sources from the library, company website and newspaper articles have been used to build a case which would encourage students to discuss and analyze the application of principles of behavioral economics to marketing problems faced especially by e-retailers. It uses Flipkart’s botched-up Big-Billion Day sale to drive home lessons in behavioral economics to marketers. Findings With growing internet penetration, e-retail presents high potential in India along with its BRICS peers. However, the task of grabbing customer mindshare, as also a share of wallet of the growing Indian purchasing power through monster discounts and deals by e-tailers may not work. Firms such as Flipkart may strategize using principles of behavioral economics including confirmatory bias, framing effects, reference points, principles of loss aversion, heuristics and the peak–end rule to influence customer decision-making in their favor. They must also guard against any incidents/events which invoke the representativeness heuristic or negative confirmatory biases towards e-commerce portals. Practical implications E-tailers in countries like India should understand the behavioral implications of deep discount strategies and deals offered by them as a means of gaining competitive advantage. Attention to e-service outcome quality and e-service recovery is important. Originality/value The case is unique in its applications of behavioral economics principles to e-retailing in India. It seeks to apply behavioral principles to a major e-commerce marketing event in India. With the e-commerce industry likely to boom in India, the case study provides unique insights into competitive pricing strategies adopted by e-retailers and the feasibility thereof.

scholarly journals Project of forming «culture and safety» of the airport

2018 ◽  
Vol 247 ◽  
pp. 00045 ◽  
Author(s):  
Andriy Ivanusa
Keyword(s):  
Mathematical Models ◽  
Mathematical Description ◽  
Critical Path ◽  
Probabilistic Method ◽  
Experimental Studies ◽  
Method Calculation ◽  
Synthesis Parameters ◽  
Methodological Principles ◽  
Evacuation Route ◽  
Method Analysis

Using the method analysis of the systems and synthesis parameters that influence on the process evacuation of people were certain. Methodological principles are used in relation to the management of people streams on the basis of the use critical path method, where the optimization synthesis of evacuation route people is considered as a topological chart of technological line, and an evacuation way is broken on separate parts. By means of probabilistic method and optimization synthesis of flexible technological lines topological case of users of airport streams frames are worked out and sometimes the evacuation. Conducted analysis of existent mathematical models, that describe motion streams of people on the objects of their mass stay showed that the stream users of the airport mutated and him mathematical description requires the synthesis of a few mathematical models. The method calculation time of evacuation users of the airport in that person informative base drawn on results other undertaken experimental studies is accordingly offered.

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