| Résumé : |
When companies started to sell, they always looked for new ways to make his products more attractive, by cutting price, the visual, the fame or the prestige. Our current era brought with it a worldwide competition, always cheaper with the best visuals available. Thus, the growing number of offers confronted many companies, pushing them further and further in their understanding of the consumer psychology. At the end of 20th century, marketing began to work in concert with science. It relied on neuroscience and more broadly on our psychology, which is what we will see today. During its various attempts, many questions were asked about the choices that the consumer made and the mechanisms in action during a purchase. We will rely on these different experiences in order to answer the question: How works the consumer mind? Is it rational or not? And in which way is it influenced by emotion? By knowing the answers at those questions, how to influence the consumer? |
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The Great Economists / VIKING BOOKS (2018)
The Elgar Companion to Innovation and Knowledge Creation / Cheltenham : EDWARD ELGAR PUBLISHING LTD (2017)
