Neuromarketing as an Indicator of Cognitive Consumer Behavior in Decision-Making Process of Tourism destination—An Overview

Halkiopoulos, Constantinos; Antonopoulou, Hera; Gkintoni, Evgenia; Aroutzidis, Anthimos

doi:10.1007/978-3-030-92491-1_41

Cited by 59 publications

(39 citation statements)

References 31 publications

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“…Neuropedagogy involves, among other things, the application of knowledge regarding brain functions to the teaching and learning of mathematics (Gkintoni et al, 2021). Educational Neuroscience investigates the formation of mental representations from a neurophysiological standpoint (Halkiopoulos et al, 2022). Therefore, it is clear that there is a strong connection between neuroscience and education.…”

Section: Literature Review Neuroscience and Educationmentioning

confidence: 99%

“…The expressive style, on the other hand, determines how a person will respond to stimuli from the external environment and is the source of human emotions. Specifically, each individual is born with a distinct expressive style, which is determined by six individual parameters: vision, body perception, flexibility, adaptability, attention, and social intuition (Halkiopoulos et al, 2022). Visual refers to the duration of maintaining a positive or negative emotion and is influenced by the ventral striatum, a brain region associated with the reward system of the human brain.…”

Section: Emotional Neurosciencementioning

confidence: 99%

“…Emotion has a significant impact on a person's memory and learning because it is involved in information processing-related brain functions. Also discovered are the effects of emotion on attention, concentration, learning, perception, reasoning, problem-solving, and decisionmaking (Halkiopoulos et al, 2022).…”

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confidence: 99%

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Emotional Neuroscience and Learning. An Overview

Gkintoni

Antonopoulou²,

Halkiopoulos³

2023

TSSJ

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In recent years, there has been a growing interest in examining the effect of emotion on learning. The relationship between neuroscience and education is direct, and emotional neuroscience has a significant impact on the learning process. This study's primary objective is to examine the connection between emotional neuroscience and the learning process. Therefore, the effects of emotion on cognitive function, memory, and learning processes were reviewed. A search was conducted using electronic databases (PubMed and Scopus). To emphasize the most recent literature, articles published within the last fifteen years were sought out. Based on the review of studies, it was determined that emotional neuroscience and learning have a strong correlation. Notably, both positive and negative emotions can have an impact on a person's cognitive functions, with the greatest impact on attention, memory, and learning.

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Section: Literature Review Neuroscience and Educationmentioning

confidence: 99%

Section: Emotional Neurosciencementioning

confidence: 99%

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Emotional Neuroscience and Learning. An Overview

Gkintoni

Antonopoulou²,

Halkiopoulos³

2023

TSSJ

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“…According to neuroleadership educators, mastering the neuroscience of social behavior for engagement, motivation, and peak performance is necessary to comprehend the neurological foundations of educational leadership success (Antonopoulou et al, 2020;. To address the difficulties of lowering performance disparities and adjusting to changing populations, the leader of the 21st century must also possess neuro-leadership skills to build relationships, regulate emotions, make decisions, and motivate employees or educators to reach company or educational institutions' objectives accordingly (Halkiopoulos et al, 2022). According to the researchers (Antonopoulou et al, 2021a;2021b; the recorded knowledge of brain patterns has minimal influence on current social behaviour.…”

Section: Neuroeducation and Academic Capabilitiesmentioning

confidence: 99%

Educational Neuroscience in Academic Environment. A Conceptual Review

Gkintoni

Halkiopoulos²,

Antonopoulou³

2023

TSSJ

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Neuroscience uses cellular and molecular biology, anatomy and physiology, human behavior and cognition, and other disciplines to map the brain at a mechanistic level. Mapping all the cell-to-cell communication networks — the brain circuits that process all thoughts, emotions, and behaviors — is one of the most significant challenges of contemporary neuroscience. Neuroplasticity, the brain's capacity to form new neural connections and circuits, is the starting point and foundation of any learning process. Neuroscience can serve as a foundation for education in the same way that biology serves as a foundation for medicine, meaning that each field retains its creativity but cannot violate the laws of the other. This work examines the relationship between neuroscience and educational practice, focusing on how teachers and school psychologists can use potential research findings from these fields to bridge the gap between them.

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“…Neuromarketing is the study of the application of neuroscience to the marketing industry. It examines the effect on the human brain as well as the inputs it gets in response to advertising or other marketing efforts (Dulabh et al, 2018;Halkiopoulos et al, 2022). Statistics indicate that around 70% of the purchasing decisions we make are not deliberate, but rather the result of environmental stimuli and emotional impulses (Halkiopoulos et al, 2020c, Halkiopoulos et al, 2020d.…”

Section: Introductionmentioning

confidence: 99%

Neuroscientific Perspectives in Digital Marketing

Halkiopoulos¹,

Antonopoulou²,

Stiliadi³

2023

Preprint

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Neuromarketing is an emerging interdisciplinary field combining consumer behavior, neuroscience and economics that can provide in advertising industry new strategies in order to correspond the new market situations in a more effective way than traditional marketing methodology can do. The integration of the Triple Brain in neuroscience, economics, and particularly marketing has played a crucial role, as the model is no longer the neocortex, the most significant section of the brain, and the one who sends instructions. In contrast, the primary function is played by the lower and middle brain, which are responsible for regulating emotions and human reactions, with an immediate impact on the creation of a person's behavior. The marketing effort through advertising (digital or not) must first target the reptilian brain of the consumer, then pass through the limbic brain's emotions and moods, and finally be able to be dealt with and processed by the neocortex, with the ultimate goal of increasing the marketer's likelihood of making a profit while simultaneously gaining the consumer's trust. This paper will present, in the first phase, a technique used on the core website of ZOPA financial institution (zopa.com), and in the second phase, this technique will be analyzed, in the context of neuromarketing, in terms of how it attempts to consolidate these messages from the three brain types (reptilian, limbic, neocortex) of the online visitor-consumer. As a result of the aforementioned strategies, ZOPA Bank's website, which takes advantage of the fundamental concepts of neuromarketing regarding how the threefold consumer brain processes information, is able to attract a growing number of internet visitors/potential consumers. The results indicate, among other things, that the adoption of digital neuromarketing methods in combination with digital marketing techniques is a significant tool for exporting and receiving conclusions in the decision-making process, particularly in the advertising and consumer behavior disciplines.

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Neuromarketing as an Indicator of Cognitive Consumer Behavior in Decision-Making Process of Tourism destination—An Overview

Cited by 59 publications

References 31 publications

Emotional Neuroscience and Learning. An Overview

Emotional Neuroscience and Learning. An Overview

Educational Neuroscience in Academic Environment. A Conceptual Review

Neuroscientific Perspectives in Digital Marketing

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