Top

Published in:

2020 | OriginalPaper | Chapter

4. Die Entstehung der Shopper NeuroScience – der duplo case

Author : Dr. Enrique Strelow

Published in: Neuromarketing in der Praxis

Publisher: Springer Fachmedien Wiesbaden

Activate our intelligent search to find suitable subject content or patents.

search-config

AI-assisted search

Off

Zusammenfassung

Erfolg entsteht am Point of Sale. Warum auch große Industrieunternehmen mit hohen Werbespendings auf die richtige Kommunikation am Point of Sale angewiesen sind, illustriert der Autor in diesem Beitrag. Der inzwischen berühmte duplo case stand in den letzten Jahren auf vielen nationalen und internationalen Konferenzen im Mittelpunkt der Diskussion und wird hier zum ersten Mal umfassend dargestellt.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

previous chapter Liebe auf den ersten Klick: warum Emotionsmessung den wirtschaftlichen Erfolg von Online Diensten sichert

next chapter Welcome to the Real World – Neuromarketing für den stationären Point of Sale zur Quantifizierung der Customer Experience

Wobei 360 Grad nichts anderes ist als ein vollständiger Kreis und der Beweiswert eines Kreises für die in Frage stehende These eher übersichtlich ist.

Funktionellen Magnetresonanztomografie.

Anderson, J. (1983). A spreading activation theory of memory. Journal of Verbal Learning and Verbal Behavior, 22, 261–295.CrossRef

Ariely, D., & Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11, 284–292.CrossRef

Ariely, D., & Kreisler, J. (2017). Dollars and sense. New York: HarperCollins.

Bartra, O., McGuire, J., & Kable, J. (2013). The valuation system: A coordinate-based meta-analysis of BOLD fMRI experiments examining neural correlates of subjective value. Neuroimage, 76, 412–427.CrossRef

Berns, G. S., & Moore, S. E. (2012). A neural predictor of cultural popularity. Journal of Consumer Psychology, 22, 154–160.CrossRef

Brooks, J. C. W., & Tracey, I. (2007). The insula: A multidimensional integration site for pain. The Journal of the International Association for the Study of Pain, 128, 1–2.

Chen, Y.-P., Nelson, L. D., & Hsu, M. (2015). From „where“ to „what“: Distributed representations of brand associations in the human brain. Journal of Marketing Research, 52, 453–466.CrossRef

Collins, A., & Loftus, E. (1975). A spreading-activation theory of semantic processing. Psychological Review, 82, 407–428.CrossRef

Davis, K., Panksepp, J., & Normansell, L. (2003). The affective neuroscience personality scales: Normative data and implications. Neuro-Psychoanalysis, 5(1), 57–69.

Deppe, M., Schwindt, W., Kugel, H., Plassmann, H., & Kenning, P. (2005). Nonlinear responses within the medial prefrontal cortex reveal when specific implicit information influences economic decision making. Journal of Neuroimaging, 15, 171–182.CrossRef

Esch, F.-R., Tomczak, T., Kernstock, J., Langer, T., & Redler, J. (2014). Corporate brand management (3. Aufl.). Wiesbaden: Springer Gabler.

Festinger, L. (2012). Theorie der Kognitiven Dissonanz (2. Aufl.). Bern: Huber.

Franzen, G., & Bouwman, M. (2001). The mental world of brands: Mind, memory, and brand success. Washington, DC: World Advertising Research Center.

Genevsky, A., & Knutson, B. (2015). Neural affective mechanisms predict market-level microlending. Psychological Science, 26, 1411–1422.CrossRef

Glimcher, P. W., & Fehr, E. (2013). Neuroeconomics: Decision making and the brain. London: Academic Press.

Häusel, H. G. (2012). Emotional Boosting: Die hohe Kunst der Kaufverführung (2. Aufl.). München: Haufe-Lexware.

Kahneman, D. (2011). Schnelles Denken, langsames Denken (13. Aufl.). München: Siedler.

Kahneman, D., & Tversky, A. (2000). Choices. Values, and frames. New York: Cambridge University Press.CrossRef

Kato, J., Ide, H., Kabashima, I., Kadota, H., Takano, K., & Kansaku, K. (2009). Neural correlates of attitude change following positive and negative advertisements. Frontiers in Behavioral Neuroscience, 3, 6.CrossRef

Knutson, B., Rick, S., Wimmer, E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53, 147–156.CrossRef

Kosfeld, M., Heinrichs, M., Zak, P. J., Fischbacher, U., & Fehr, E. (2005). Oxytocin increases trust in humans. Nature, 435, 673–676.CrossRef

Kühn, S., Strelow, E., & Gallinat, J. (2016). Multiple „buy buttons“ in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. NeuroImage, 136, 122–128.CrossRef

Lee-Wingate, S., & Corfman, K. P. (2010). A little something for me and maybe for you, too: Promotions that relieve guilt. Marketing Letters, 21, 385–395.CrossRef

Mlodinow, L. (2013). Subliminal. New York: Vintage.

Osgood, C. E. (1952). The nature and measurement of meaning. Psychological Bulletin, 49(3), 197–237.CrossRef

Panksepp, J. (1998). The periconscious substrates of consciousness: Affective states and the evolutionary origins of the self. Journal of Consciousness Studies, 5, 566–582(17).

Plassmann, H., Kenning, P., & Ahlert, D. (2007b). Why companies should make their customers happy: The neural correlates of customer loyalty. Advances on Consumer Research, 34, 1–5.CrossRef

Plassmann, H., O’Doherty, J., & Rangel, A. (2007c). Orbifrontal Cortey encodes willingness to pay in everyday economic transactions. The Journal of Neuroscience, 27, 9984–9988.CrossRef

Plassmann, H., O’Doherty, J., & Rangel, A. (2010). Appetitive and aversive goal values are encoded in the medial orbitofrontal cortex at the time of decision making. Journal of Neuroscience, 30, 10799–10808.CrossRef

Plassmann, H., Ramsøy, T. Z., & Miloslavljevic, M. (2012). Branding the brain: A critical review and outlook. Journal of Consumer Psychology, 22, 18–36.CrossRef

Ramanathan, S., & Williams, P. (2007). Immediate and delayed emotional consequences of indulgence. Journal of Consumer Research, 34, 212–223.CrossRef

Ranganath, K., Smith, C., & Nosek, B. (2008). Distinguishing automatic and controlled components of attitudes from direct and indirect measurement methods. Journal of Experimental Social Psychology, 44, 386–396.CrossRef

Ratneshwar, S., Mick, D., & Huffman, C. (2000). The why of consumption: Contemporary perspectives on consumer motives, goals and desires. London: Routledge.

Rolls, E. T. (2006). Brain mechanisms of emotion and decision-making. International Congress Series, 1291, 3–13.CrossRef

Strelow, E., & Scheier, C. (2018). Uncovering the WHY of consumer behavior: From neuroscience to implementation. Marketing Review St. Gallen, 35, 102–109.

Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453–458.CrossRef

Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hamtpon, W., Bollinger, B., & Winer, R. S. (2015). Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52, 436–452.CrossRef

Title: Die Entstehung der Shopper NeuroScience – der duplo case
Author: Dr. Enrique Strelow
Publisher: Springer Fachmedien Wiesbaden
Book: Neuromarketing in der Praxis
Print ISBN: 978-3-658-27685-0

Electronic ISBN: 978-3-658-27686-7

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-3-658-27686-7_4