Steven D. Shaw & Richard P. Bagozzi
University of Michigan
Exploring the Neuropsychology of Consumer Behavior and Marketing
Are you intrigued by the underlying mechanisms driving consumer decisions? Steven D. Shaw and Richard P. Bagozzi, researchers from the University of Michigan, delve into the fascinating world of neuropsychology in consumer behavior and marketing.
Their insightful article provides a comprehensive overview of how cognitive processes, emotions, and neural mechanisms influence consumer choices. Drawing on empirical evidence and theoretical frameworks, Shaw and Bagozzi offer valuable insights for marketers aiming to understand and leverage these dynamics.
From the role of attention and perception in product evaluation to the impact of emotions on decision-making, the authors shed light on the intricate interplay between the human brain and consumer behavior. By unpacking these complexities, businesses can refine their marketing strategies and create more impactful campaigns tailored to the nuances of the consumer mind.
Whether you’re a seasoned marketer or an aspiring professional seeking to deepen your understanding of consumer psychology, Shaw and Bagozzi’s work serves as a thought-provoking exploration into the intersection of neuroscience and marketing. Embrace the opportunity to enhance your approach and unlock new possibilities in engaging with your target audience.
https://deepblue.lib.umich.edu/bitstream/handle/2027.42/141563/arcp1006_am.pdf?sequence=2
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Cognition & Commerce. 