Publication details

Applying consumer neuroscience to merchandising practices



Year of publication 2015
Type Article in Proceedings
Conference Hradec Králové, International Conference Hradec Economic Days 201 5 Economic Development and Management of Regions Hradec Králové, 3 – 4 February 201 5 Peer - Reviewed Conference Proceedings
MU Faculty or unit

Faculty of Economics and Administration

Field Management and administrative
Keywords brain- behavior- neuromarketing- consumers- merchandising
Description Talking about marketing today is a great challenge. It is much more than philosophy, technique, tool or discipline. For decades, marketing scholars and experts have been trying to reach the audience in the best manner possible and to tap into the mind of the consumers worldwide.This paper introduces findings from the field research on consumer behavior in stores. Moreover, it provides the analysis of the behavior through brain science prism and gives an overview of how the in-store practice can be enhanced by findings from neuroscience.
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