Neuromarketing in Customer Behaviour—Customers’ Diencephalic and Mid-Brain Implications in Purchase Dynamics

Barbasso, Lino; Tardivo, Giuseppe; Viassone, Milena; Serravalle, Francesca

doi:10.1007/978-3-319-90945-5_2

Cited by 7 publications

(4 citation statements)

References 41 publications

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“…Therefore, we designated the service firm as Firm A and the manufacturing firm as Firm B. We adopted a qualitative approach with semi-structured interviews for both firms because the concept of advanced ICT-enabled CRM systems is new, and this process (semi-structured interview) would help in eliciting a clear understanding of this new innovation (Vrontis et al ,2012; Leonidou et al , 2018; Barbasso et al , 2018; Lizarzaburu and Brío, 2018). We targeted our interviewees as key resource persons holding different profiles and roles.…”

Section: Methodsmentioning

confidence: 99%

ICT-enabled CRM system adoption: a dual Indian qualitative case study and conceptual framework development

Chatterjee

Chaudhuri

Vrontis

et al. 2020

JABS

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Purpose The paper aims to develop a comprehensive framework for adopting an information and communication technology (ICT)-enabled customer relationship management (CRM) system, toward strengthening and expanding the customer basis of the organization. Design/methodology/approach Advanced ICT-enabled CRM includes mobile CRM, AI integrated CRM and social CRM and several business organizations have already started exploring their advanced utilization for direct financial gain and indirect “soft” benefits. Most of them, however, are challenged in the process, due to lower-than-demanded adoption of such CRM systems. To deal with the issue, the paper methodologically applies a dual qualitative case study approach that ultimately develops an advanced comprehensive CRM adoption framework. Findings The key findings pertaining to the evaluation of organizations’ readiness to adopt advanced ICT-enabled CRM systems in terms of infrastructure and resources, the identification of the critical functional areas of the organization’s focus and the differences in the requisite approaches across industries and organization types. Practical implications In the context of the internet and social media, the analysis and management of customer big data and their transcription into useable information is crucial. Traditional and conventional CRM was deemed unable to address this need, thus necessitating the use of advanced ICT-enabled CRM. The proposed corresponding framework tangibly and practically, thus, directs businesses toward the successful deployment of ICT-based CRM systems. Originality/value This study constitutes a novel attempt to identify the issues of deployment of ICT-based CRM systems in an organization and proposes a comprehensive framework, which will enable organizations to overcome the barriers when adopting a new system.

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Section: Methodsmentioning

confidence: 99%

ICT-enabled CRM system adoption: a dual Indian qualitative case study and conceptual framework development

Chatterjee

Chaudhuri

Vrontis

et al. 2020

JABS

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“…Neuromarketing is the linkage between neuroscience and cognitive science to marketing (Barbasso et al, 2018). It is defined as the study of the customers' brain's processes to figure out the customers' behavior and to develop marketing strategies (Alsharif et al, 2021).…”

Section: The Neuromarketing Conceptmentioning

confidence: 99%

“…It is defined as the study of the customers' brain's processes to figure out the customers' behavior and to develop marketing strategies (Alsharif et al, 2021). The brain is considered as a "black box" that contains customers' preferences and emotions, and neuroscience is the "window" that can better describe the purchasing decision process, which takes place in the subconscious zone, and identify customer's motivations (Barbasso et al, 2018;Nyoni & Bonga, 2017). The core of neuromarketing is to know better and understand the consumer's preferable choices, motivations, way of their thinking, or suggestions.…”

Section: The Neuromarketing Conceptmentioning

confidence: 99%

Exploring the Impact of Neuromarketing Exposure and Content on tourists’ Emotional Response Leading to Destination Marketing Attention

Amara

2023

Journal of Tourism, Hotels and Heritage

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“…In line with this, the Italian Ministry of the Environment and the Italian Ministry of Education have been funding several projects aimed to enhance environmental consciousness among young people (MATTM, 2018b; MIUR, 2018). Furthermore, local and national institutions should periodically organise information campaigns and directly involve the main stakeholders in defining specific measures able to reduce the climate change effects on the local economy, taking into consideration that sharing ideas contributes to their acceptance, with a wide possibility of success (Barbasso et al , 2018; Carpenter et al , 2018; Mukerji, 2019). The revealed WTP shows that it would be appropriate to communicate not only the risks associated with climate change but, above all, the link between the lives of individual citizens and coastal communities increasingly compromised by the negative impacts of the phenomenon, which could increase motivations to protect the marine ecosystem.…”

Section: Implications For Policymakersmentioning

confidence: 99%

Intention of coastal communities to support climate change mitigation policies for fish and marine ecosystem preservation

Galati

Tulone

Vrontis

et al. 2021

JEC

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Purpose This paper aims to assess the willingness of individuals living in coastal communities affected by climate change to financially support mitigation policies towards the preservation of marine ecosystems and fish resources and to identify the key drivers of their behaviour. Design/methodology/approach A survey was carried out involving 994 people living in three main Italian coastal communities. To investigate the main factors affecting Italian coastal communities’ willingness to pay (WTP) to support climate change mitigation measures to protect the marine ecosystem and fishery resources, a Tobit regression model was implemented. Findings The results show that these communities are likely to pay to safeguard fish resources and the marine ecosystem, owing to their social and economic importance for these communities. In particular, this study’s findings highlight that the individuals’ attitudes towards climate change, social pressures and their perception of the phenomenon play a significant role on their intention to support mitigation policies. Moreover, the findings demonstrate that the communities most threatened by the negative effects of climate change are more willing to contribute financially to protect fish resources and the marine ecosystem. Research limitations/implications A limitation is related to the adopted methodology. In particular individuals’ intention to adopt pro-environmental behaviours does not always translate into real WTP through additional taxes. Originality/value The value of the research stems from its unique collective cross-communal comparison of attitudes and intentions, its parallel identification of behavioural drivers at the individual level and its prescriptive conclusions of both scholarly and practical worth.

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Neuromarketing in Customer Behaviour—Customers’ Diencephalic and Mid-Brain Implications in Purchase Dynamics

Cited by 7 publications

References 41 publications

ICT-enabled CRM system adoption: a dual Indian qualitative case study and conceptual framework development

ICT-enabled CRM system adoption: a dual Indian qualitative case study and conceptual framework development

Exploring the Impact of Neuromarketing Exposure and Content on tourists’ Emotional Response Leading to Destination Marketing Attention

Intention of coastal communities to support climate change mitigation policies for fish and marine ecosystem preservation

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