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The application of neuromarketing in retailing and visual merchandising

Author

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  • TANASE, George Cosmin

Abstract

The impact of brands, products, advertisements and merchandising tools used as a part of in-store communication act together at the point of sale during shopping. The subject of marketers and researchers interest is the measurement of the final purchasing interest and observation of consumer behaviour at the point of sale what, where, when, why and for how much are consumers buying. However, there are a high number of measurable variables, such as perceived simplicity of finding out the products, overall impression of the shop and likelihood of return, consumer behaviour is the final subject of interest. This simple fact widely influences the possibilities of the most effective application of neuromarketing methods used for the measurement of shopping experiences.

Suggested Citation

  • TANASE, George Cosmin, 2022. "The application of neuromarketing in retailing and visual merchandising," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 13(1), pages 36-40, April.
    • Handle: RePEc:rdc:journl:v:13:y:2022:i:1:p:36-40
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    More about this item

    Keywords

    neuroscience; retail; merchandising; communication; behavioural studies; purchasing environment; interactive virtual reality; neuromarketing;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q55 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environmental Economics: Technological Innovation

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