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Practice paper

Using the six principles of neuromarketing to better understand changing markets

Francesco Gallucci and Caterina Garofalo
Applied Marketing Analytics: The Peer-Reviewed Journal, 3 (4), 339-352 (2017)
https://doi.org/10.69554/HEWF6939

Abstract

Neuromarketing is a very young science that studies how to bring companies closer to their customers. It addresses the numerous shortcomings of traditional marketing by gathering information on consumer behaviour, overcoming the constraints of verbal interviews. Drawing on neuroscience helps to probe human intelligence and comprehend unconscious knowledge. It significantly improves its efficacy with all its interlocutors: marketer, partners and, of course, customers. The first part of this paper explains the essential principles of neuromarketing, as well as the technologies used to analyse consumers’ reactions, and proposes a simple neuromarketing check-up to be conducted prior to starting research. The second part presents important evidence that research into neuromarketing has uncovered over the last five years, leading to the formulation of the six basic principles. Understanding consumers using the six principles of neuromarketing results in an empathetic relationship, where marketers can understand customers’ needs, perceive how they decide and analyse the reasons for their behaviour.

Keywords: neuromarketing; emotional events; marketing strategy; neuroscience

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Author's Biography

Francesco Gallucci is Vice President and Scientific Director of the Italian Association of Neuromarketing (Ainem), Scientific Director of the Gtechnology Lab Neuroscience and Professor of Emotion Marketing at the Polytechnic University of Milan. He is a visiting professor at a number of universities, both nationally and internationally, and Scientific Director of the master’s in neuromarketing programme at Suor Orsola Benincasa University of Naples. He has also written various books on neuromarketing.

Caterina Garofalo is President of the Italian Association of Neuromarketing (Ainem), and Director of the Ainem Neuromarketing Academy and Ainem International Neuromarketing Seasonal School. She coordinates the master’s in neuromarketing programme at Suor Orsola Benincasa University of Naples, and is a regular speaker at conferences and seminars on neuromarketing both nationally and internationally. She has authored a number of books and her work has also appeared in management magazines such as the Harvard Business Review.

Citation

Gallucci, Francesco and Garofalo, Caterina (2017, November 7). Using the six principles of neuromarketing to better understand changing markets. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 4. https://doi.org/10.69554/HEWF6939.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 3 / Issue 4
© Henry Stewart
Publications LLP

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