Neuromarketing is a multidisciplinary field of research whose aim is to investigate the consumers' reaction to advertisements from a neuroscientific perspective. In particular, the neuroscience field is thought to be able to reveal information about consumer preferences which are unobtainable through conventional methods, including submitting questionnaires to large samples of consumers or performing psychological personal or group interviews. In this scenario, we performed an experiment in order to investigate cognitive and emotional changes of cerebral activity evaluated by neurophysiologic indices during the observation of TV commercials. In particular, we recorded the electroencephalographic (EEG), galvanic skin response (GSR), and heart rate (HR) in a group of 28 healthy subjects during the observation of a series of TV advertisements that have been grouped by commercial categories. Comparisons of cerebral indices have been performed to highlight gender differences between commercial categories and scenes of interest of two specific commercials. Findings show how EEG methodologies, along with the measurements of autonomic variables, could be used to obtain hidden information to marketers not obtainable otherwise. Most importantly, it was suggested how these tools could help to analyse the perception of TV advertisements and differentiate their production according to the consumer's gender.

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In the context of the development of countries, the issue of sustainability is one of the most important aspects that are currently dealt with by scientists and organizations worldwide. There are developed concepts, sustainable development objectives, as well as indicators and tools for measuring sustainability. Following the scientific approach, which aims at operationalization of the concept of sustainable development, the authors propose the application of their own Vector Measure Construction Method for evaluation of sustainable development progress. This method enables creation of aggregated measures with the use of discretionary configuration of indicators and it can be applied for establishing rankings, classifications, and for analyzing dynamics of changes. The research was conducted for European Union countries based on data related to execution of one of 17 Sustainable Development Goals (No Poverty). The results may constitute the recommendation on the selection of methodological approach for activities related to evaluation of sustainable development.

Standard-Nutzungsbedingungen:Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden.Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen.Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. This study contributes to a deeper understanding of the impact of different factors on consumer buying behaviour. It analyses the relationship between several independent variables, such as cultural, social, personal, psychological and marketing mix factors, and consumer behaviour (as the dependent variable) in the electric appliances market. Terms of use: Documents in EconStor mayThe purpose of this study is to determine the factors affecting consumer preferences and behaviour in the electric appliances market in Iraq. The data employed to analyse the factors influencing consumers' purchase decision-making processes were obtained through a questionnaire that was conducted in December 2011 in Basra, a city in southern Iraq. The major findings of the study indicated that, overall, the set of independent variables are weakly associated with the dependent variable. However, the in-depth analysis found that social factors, physical factors, and marketing mix elements are strongly associated with consumer buying behaviour. These analyses make it possible to discover consumer decision-making rules. The results may assist producers and retailers in understanding consumer behaviour and improving consumer satisfaction. IntroductionFor companies to attain commercial success, it is important that managers understand consumer behav- Thus, marketing begins and ends with the consumer.The study of customer behaviour is based on consumer buying behaviour, with the customer playing three distinct roles: user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field (Armstrong & Scott, 1991). Consumer behaviour involves the psychological processes that consumers go through in recognising their needs, finding ways to solve these needs, making purchase decisions (e.g., whether to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product). An Empirical Study of the Factors influencing Consumer Behaviour in the Electric Appliances Market Factors Influencing Consumer BehaviourThe stimulus-response model ( Marketing mix Internal influences• Beliefs/attitudes/valuesDecision-making process Despite these differences, consumer behaviour is generally influenced by factors that can be classified into five groups: cultural factors, social factors, physical factors, personal factors and the mark...

is article attempts to document diff erences in purchase decisions of men and women. Earlier research has found that they, due to their diff erent upbringing and socialization along with various other social, biological and psychological factors, depict diff erent types of consumer behaviour. e purpose of this study is to investigate the infl uence of advertising attractiveness on male and female purchase decisions. e aim of the paper is to present the authorial research procedure which proposes the usage of the theory of rough set to determine the rules of the consumers' behaviour. Implications and directions for future research are provided on the basis of the results.