Neuromarketing: Human Behaviour & Decision Making in consumer based Neuroscientific Research
Author
Strieder, Niklas
Term
4. Semester
Publication year
2022
Submitted on
2022-05-31
Pages
85
Abstract
Nobel laureate Richard H. Thaler suggests a simple rule of thumb: assume that everything matters. This idea guides the thesis, which examines neuromarketing—a branch of marketing shaped by multiple fields that study how consumers make decisions. Decision-making can be viewed at several levels, from biological and neurological responses to behavioral and psychological patterns. The thesis brings these perspectives together, in Thaler’s spirit, to show how they connect and influence one another in consumer research. It also considers how commercial applications and the public image of neuromarketing affect the field’s ongoing development.
Richard H. Thaler, nobelprismodtager, foreslår som tommelfingerregel, at man bør antage, at alt har betydning. Denne idé er udgangspunktet for specialet, som undersøger neuromarketing—et felt inden for marketing, der er formet af flere discipliner, som studerer, hvordan forbrugere træffer beslutninger. Beslutningsprocesser kan belyses på flere niveauer: fra biologiske og neurologiske reaktioner til adfærdsmæssige og psykologiske mønstre. Specialet samler disse perspektiver i Thalers ånd for at vise, hvordan de hænger sammen og påvirker hinanden i forbrugerforskning. Det overvejer også, hvordan kommercielle anvendelser og den offentlige opfattelse påvirker feltets løbende udvikling.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
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