Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas online

Detalhes bibliográficos
Autor(a) principal: Rocha, Ana Isabel Mendonça
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.22/21281
Resumo: The digital age has grown steeply over the past few years and has been gaining more and more consumers and changing their behavior. Neurosciences combined with marketing, constitute a new paradigm with great potential, with regard to the deep knowledge of the consumer and his buying behavior: Neuromarketing. Neuromarketing has a strong scientific component that studies and physiologically defines the mechanisms underlying cognition, with a specific focus on the neural bases of mental processes and their behavioral manifestations and an economic and social component in which Marketeers question themselves about traditional methods to learn deeply your customer and apply one-to-one marketing to its full potential, create loyalty relationships and avoid the lack of differentiation that still occurs in some companies. The main objective of this work was to understand the relationship that exists between sensory marketing, that is, the five senses and consumer behavior, because the knowledge of this dynamic is very important for the definition of companies' digital marketing strategies. The exploratory study, using an online questionnaire that aimed to understand the existence of a relationship between sensory marketing and consumer behavior in relation to different websites. The results concluded that there are, in fact, responses to sensory stimuli on an e-commerce website, and it was possible to prove that all stimuli positively influence consumer satisfaction during the online experience.
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spelling Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas onlineNeuromarketingE-commerceComportamento do consumidorMarketing sensorialNeuromarketingE-CommerceComportamento do consumidorMarketing sensorialGestãoThe digital age has grown steeply over the past few years and has been gaining more and more consumers and changing their behavior. Neurosciences combined with marketing, constitute a new paradigm with great potential, with regard to the deep knowledge of the consumer and his buying behavior: Neuromarketing. Neuromarketing has a strong scientific component that studies and physiologically defines the mechanisms underlying cognition, with a specific focus on the neural bases of mental processes and their behavioral manifestations and an economic and social component in which Marketeers question themselves about traditional methods to learn deeply your customer and apply one-to-one marketing to its full potential, create loyalty relationships and avoid the lack of differentiation that still occurs in some companies. The main objective of this work was to understand the relationship that exists between sensory marketing, that is, the five senses and consumer behavior, because the knowledge of this dynamic is very important for the definition of companies' digital marketing strategies. The exploratory study, using an online questionnaire that aimed to understand the existence of a relationship between sensory marketing and consumer behavior in relation to different websites. The results concluded that there are, in fact, responses to sensory stimuli on an e-commerce website, and it was possible to prove that all stimuli positively influence consumer satisfaction during the online experience.A era digital tem crescido de uma forma abrupta ao longo dos últimos anos e tendo vindo a conquistar cada vez mais consumidores e a mudar o seu comportamento. As neurociências aliadas ao marketing, constituem um novo paradigma com grande potencial, no que diz respeito ao conhecimento profundo do consumidor e do seu comportamento de compra: o Neuromarketing. O Neuromarketing tem uma forte componente científica que estuda e define fisiologicamente os mecanismos subjacentes à cognição, com foco específico nas bases neurais dos processos mentais e suas manifestações comportamentais e uma componente económica e social em que os Marketeers se questionam acerca dos métodos tradicionais para conhecer profundamente o seu cliente e aplicar em toda a sua potencialidade o marketing one-to-one, criar relações de fidelidade e evitar a falta de diferenciação que ainda se verifica em algumas empresas. O objetivo principal deste trabalho foi perceber a relação que existe entre o marketing sensorial, ou seja, os cinco sentidos e o comportamento do consumidor pois o conhecimento desta dinâmica é muito importante para a definição das estratégias de marketing digital das empresas. O estudo exploratório, com recurso a um questionário online que visava perceber a existência de uma relação entre o marketing sensorial e o comportamento do consumidor face a diferentes websites. Os resultados concluíram que existem, de facto, respostas a estímulos sensoriais num website e-commerce, e foi possível comprovar que todos os estímulos influenciam positivamente a satisfação do consumidor durante a experiência online.Teixeira, Sandrina FranciscaRepositório Científico do Instituto Politécnico do PortoRocha, Ana Isabel Mendonça2023-01-04T09:33:29Z2021-01-292021-01-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.22/21281TID:203144341porinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-03-13T13:17:08Zoai:recipp.ipp.pt:10400.22/21281Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:41:21.412521Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas online
title Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas online
spellingShingle Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas online
Rocha, Ana Isabel Mendonça
Neuromarketing
E-commerce
Comportamento do consumidor
Marketing sensorial
Neuromarketing
E-Commerce
Comportamento do consumidor
Marketing sensorial
Gestão
title_short Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas online
title_full Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas online
title_fullStr Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas online
title_full_unstemmed Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas online
title_sort Neuromarketing e a relação com o marketing sensorial no estudo do comportamento dos consumidores nas vendas online
author Rocha, Ana Isabel Mendonça
author_facet Rocha, Ana Isabel Mendonça
author_role author
dc.contributor.none.fl_str_mv Teixeira, Sandrina Francisca
Repositório Científico do Instituto Politécnico do Porto
dc.contributor.author.fl_str_mv Rocha, Ana Isabel Mendonça
dc.subject.por.fl_str_mv Neuromarketing
E-commerce
Comportamento do consumidor
Marketing sensorial
Neuromarketing
E-Commerce
Comportamento do consumidor
Marketing sensorial
Gestão
topic Neuromarketing
E-commerce
Comportamento do consumidor
Marketing sensorial
Neuromarketing
E-Commerce
Comportamento do consumidor
Marketing sensorial
Gestão
description The digital age has grown steeply over the past few years and has been gaining more and more consumers and changing their behavior. Neurosciences combined with marketing, constitute a new paradigm with great potential, with regard to the deep knowledge of the consumer and his buying behavior: Neuromarketing. Neuromarketing has a strong scientific component that studies and physiologically defines the mechanisms underlying cognition, with a specific focus on the neural bases of mental processes and their behavioral manifestations and an economic and social component in which Marketeers question themselves about traditional methods to learn deeply your customer and apply one-to-one marketing to its full potential, create loyalty relationships and avoid the lack of differentiation that still occurs in some companies. The main objective of this work was to understand the relationship that exists between sensory marketing, that is, the five senses and consumer behavior, because the knowledge of this dynamic is very important for the definition of companies' digital marketing strategies. The exploratory study, using an online questionnaire that aimed to understand the existence of a relationship between sensory marketing and consumer behavior in relation to different websites. The results concluded that there are, in fact, responses to sensory stimuli on an e-commerce website, and it was possible to prove that all stimuli positively influence consumer satisfaction during the online experience.
publishDate 2021
dc.date.none.fl_str_mv 2021-01-29
2021-01-29T00:00:00Z
2023-01-04T09:33:29Z
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TID:203144341
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instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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