The structure of the book is designed to provide a comprehensive exploration of the principles of neuromarketing and their application to the wine production industry in the Abruzzo region of Italy. The book is divided into several sections that build on each other to create a coherent narrative and provide a thorough analysis of the topic. Section 2, introduces the concept of decision-making and its relevance to marketing, psychology, and neuroscience. This section also discusses the emerging field of neuroeconomics, which combines principles from neuroscience and economics to study decision-making processes. Section 3, explores the science of neuromarketing, including its history, tools, and methods. This section also discusses the benefits of using neuromarketing to uncover hidden motivations of consumers and gain insights into their emotional and cognitive responses to marketing stimuli. Section 4, focuses on individual differences in consumer behavior and preferences and how they can be studied using neuromarketing techniques. This section also explores the role of aesthetic properties of products in consumer decision-making. Section 5, delves into the role of color in decision-making processes, including its properties, perception, and preference. This section also discusses the difficulties associated with studying color and its use in marketing. Section 6, examines the wine industry and its properties, as well as consumer preferences in relation to wine. This section argues that wine is an ideal product for neuromarketing research due to its unique properties and consumer appeal. Section 7, explores the concept of cross modal correspondence, which refers to the relationship between different sensory modalities such as color, taste, and aroma. This section discusses color associations and meanings, as well as their relationship with emotions and consumer expectations. Section 8, focuses specifically on the use of color in the wine industry, including explicit and implicit consumer preferences. This section presents the results of empirical research on the impact of label color on consumer behavior and provides a detailed discussion of the findings. Section 9, concludes the book and discusses potential new directions for research and the limitations of the current study. Finally, the book ends with a section on references and supplementary materials. Overall, the structure of the book is designed to provide a comprehensive analysis of the principles of neuromarketing and their application to the wine industry, with a particular emphasis on the role of color in consumer decision-making processes.
Neuromarketing and unconscious choices in the wine market: The role of color
Bortolotti, Alessandro.
2023-01-01
Abstract
The structure of the book is designed to provide a comprehensive exploration of the principles of neuromarketing and their application to the wine production industry in the Abruzzo region of Italy. The book is divided into several sections that build on each other to create a coherent narrative and provide a thorough analysis of the topic. Section 2, introduces the concept of decision-making and its relevance to marketing, psychology, and neuroscience. This section also discusses the emerging field of neuroeconomics, which combines principles from neuroscience and economics to study decision-making processes. Section 3, explores the science of neuromarketing, including its history, tools, and methods. This section also discusses the benefits of using neuromarketing to uncover hidden motivations of consumers and gain insights into their emotional and cognitive responses to marketing stimuli. Section 4, focuses on individual differences in consumer behavior and preferences and how they can be studied using neuromarketing techniques. This section also explores the role of aesthetic properties of products in consumer decision-making. Section 5, delves into the role of color in decision-making processes, including its properties, perception, and preference. This section also discusses the difficulties associated with studying color and its use in marketing. Section 6, examines the wine industry and its properties, as well as consumer preferences in relation to wine. This section argues that wine is an ideal product for neuromarketing research due to its unique properties and consumer appeal. Section 7, explores the concept of cross modal correspondence, which refers to the relationship between different sensory modalities such as color, taste, and aroma. This section discusses color associations and meanings, as well as their relationship with emotions and consumer expectations. Section 8, focuses specifically on the use of color in the wine industry, including explicit and implicit consumer preferences. This section presents the results of empirical research on the impact of label color on consumer behavior and provides a detailed discussion of the findings. Section 9, concludes the book and discusses potential new directions for research and the limitations of the current study. Finally, the book ends with a section on references and supplementary materials. Overall, the structure of the book is designed to provide a comprehensive analysis of the principles of neuromarketing and their application to the wine industry, with a particular emphasis on the role of color in consumer decision-making processes.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
