This is a summary of the dissertation “Consumer Behavior in Services: Looking through Neuromarketing lence” by Dimitrios Kolios with 3 takeaways:

• Neuromarketing and consumer behavior: The dissertation explores how neuromarketing, the application of neuroscience to marketing, can provide a deeper understanding of consumer behavior and decision-making processes in the context of services. It reviews the main techniques and methods of neuromarketing, such as brain imaging, eye-tracking, and physiological measurements, and how they can measure consumer responses to various marketing stimuli, such as products, services, brands, advertisements, and prices.
• Neuromarketing in services: The dissertation discusses the benefits and challenges of using neuromarketing in the service sector, which is characterized by intangibility, heterogeneity, inseparability, and perishability. It argues that neuromarketing can help service providers to optimize service design and delivery, enhance service quality and innovation, manage customer expectations and satisfaction, and create more personalized and emotional customer experiences.
• Neuromarketing case studies: The dissertation presents two case studies of neuromarketing implementation in the banking and insurance industries, namely HSBC and Allianz. It analyzes how these companies use neuromarketing techniques to gain consumer insights, develop marketing strategies, and improve customer loyalty. It also examines the ethical implications and limitations of neuromarketing research and practice.

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