Discovering the unconscious: a study on emotions and their drive on the purchase decision-making process. / Giorgio IANNONE / 2018

Titre : Discovering the unconscious: a study on emotions and their drive on the purchase decision-making process. Type de document : Mémoire Auteurs : Giorgio IANNONE, Auteur Année de publication : 2018 Importance : 23 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; EMOTION ; MARKETING SENSORIEL Résumé : Over the years, advancements in machine learning, big data and real-time processing have allowed companies to acquire and analyze huge amounts of data about the market and customers for making the most suitable marketing efforts towards them. In the last 20 years these improvements have been so significant that marketers started to dream the so called “One-to-one marketing dream” and enterprises are investing more and more on new technologies that would give them the access to the most difficult customers’ data to capture: moods and emotions. My paper aims to demonstrate, on the one hand, that not only price, product availability, perceived quality, packaging, promotion, advertising etc., but also emotion is one important factor in the decision-making process and, on the other hand, influences consumers’ preferences, the number and types of purchases, the time spent and evaluations of products/services. Finally we will discuss about to which extent purchases, on the other side, can change the way consumers feel. Note de contenu : Bibliogr. p.22-23 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485084