نوع مقاله : مقاله پژوهشی
دانشجوی کارشناسی ارشد کسب و کار(گرایش مالی) ،دانشگاه پیام نور،تهران، ایران
عنوان مقاله [English]
Neuromarketing or neural marketing means marketing based on people's neural processing. Instead of direct surveys of people, their mental views are assessed using various methods of brain scan and EEG. Neural marketing is the result of combining the knowledge of marketing and neuroscience or neuroscience . This emerging combination of knowledge shows industry owners what is bstractreally going on in the minds of buyers. The passage is different. Decisions are more emotional than rational and reasoned, and even rational decisions can never be made without the help of emotional aspects. In fact, it is these feelings and emotions that make us interested in a particular brand. Neural marketing is a better understanding of brain function in order to improve marketing and sales operations and enable companies that provide services and goods to sell more product boxes in today's highly competitive market. If we accept that each of us makes a decision-making action at the time of purchase, then in each purchase, we perform a complex mental activity. An activity that is heavily involved in emotional issues. Many decision-making processes take place at the subconscious level of the mind, not at the conscious level. The main purpose of neural marketing is to extract this invisible information from people's brains. In this article, we review the five senses and emotions and examine the role of neural marketing in recognizing the shopping emotions in the customer.