Erkenntnisse und Implikationen für das Marketing

Customers’ Preference of Online Marketplace: Trendyol and Hepsiburada Case Study

“…concluded that decisions are mostly made subconsciously, in the autopilot system. The autopilot system would have higher tendency towards brands or products which are associated with positive experience.According toRaab et al (2009), brands, from neuroscientific standpoint, are neuronal networks involving emotional systems connecting with products characteristics, which inhibit on the Limbic Map. He identifies two effects of strong brands in the brain including (1) providing cortical relief meaning that strong brands activate less brain areas that reduces brain's workload thus producing competitive advantage for a consumer's favourite brand; (2) in terms of neuronal brand ranking, there are only the first place then the rest of it.…”

“…Call For Papers International E-Conference Management & Small Medium Enterprise (ICMSME-2023)study.There are others neuromarketing research findings on decision making process such as priming and framing effect(Raab et al 2009) and mirror neurons (Scheier/Held 2012). Priming effect refers to how association of subtle stimuli in memory triggers certain behaviors, on the other hand, framing effect refers to decision-making framework and decision presentation have influence on consumer's decision Raab et al (2009). gives an example of how customers have tendency to prefer dairy product with packaging showing 80% fat free rather than 20% fat products.…”

“…A more expensive price with discount label compared to cheaper regular price of products are also preferred by customers. Study on priming effects indicates implicit and subtle signals have a great influence which is used in marketing and sales(Raab et al 2009).…”