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Neuromarketing: Grundlagen, Best-Practice-Beispiele aus dem Handel und kritische Würdigung

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  • Nufer, Gerd

Abstract

Gibt es einen Kauf-Knopf im Gehirn des Konsumenten? Und wenn ja, wie betätigt man diesen? Die Antworten auf diese Fragen könnte das Neuromarketing liefern. Das Neuromarketing ist Bestandteil der Neuroökonomie und eine relativ junge Disziplin an der Schnittstelle von Kognitionswissenschaften, Neurowissenschaften und der Marktforschung. Durch den technologischen Fortschritt können die Neurowissenschaften wichtige Erkenntnisse für das Marketing liefern, insbesondere Einblicke zur Erklärung des Konsumentenverhaltens. Durch den Blick in das Kundengehirn können beispielsweise Handelsunternehmen ihre Kunden gezielter ansprechen und sich so einen Vorteil gegenüber Konkurrenten verschaffen.

Suggested Citation

  • Nufer, Gerd, 2020. "Neuromarketing: Grundlagen, Best-Practice-Beispiele aus dem Handel und kritische Würdigung," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 5(01/2020), pages 53-68.
    • Handle: RePEc:zbw:afmpwm:261152
    DOI: 10.15459/95451.40
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    References listed on IDEAS

    as
    1. Nufer, Gerd & Sauer, Claudia, 2015. "Neuromarketing im Handel," Reutlingen Working Papers on Marketing & Management 2015-01, Reutlingen University, ESB Business School.
    2. Carolyn Yoon & Richard Gonzalez & Antoine Bechara & Gregory Berns & Alain Dagher & Laurette Dubé & Scott Huettel & Joseph Kable & Israel Liberzon & Hilke Plassmann & Ale Smidts & Charles Spence, 2012. "Decision neuroscience and consumer decision making," Marketing Letters, Springer, vol. 23(2), pages 473-485, June.
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