Uncovering the WHY of Consumer Behavior - From Neuroscience to Implementation

Neuroscience has identified the core drivers of consumer behavior. The challenge for marketing is to make these insights actionable in day to day marketing. Using a FMCG case study, this paper introduces a systematic approach that leverages neuroscience insights to uncover the why of brand choice, helps to evaluate communication at touchpoints and maximize marketing effectiveness in driving fit to brand and sales.

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Year of publication:	2018
Authors:	Strelow, Enrique ; Scheier, Christian
Published in:	Marketing Review St.Gallen. - ISSN 1865-7516. - Vol. 35.2018, 1, p. 102-108
Publisher:	St.Gallen : Thexis Verlag

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	hdl:10419/275963 [Handle] RePEc:zbw:hsgmrs:275963 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10014337448