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The application of neuromarketing in retailing and visual merchandising

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2022, vol. 13, issue 1, 36-40

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.

Keywords: neuroscience; retail; merchandising; communication; behavioural studies; purchasing environment; interactive virtual reality; neuromarketing (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 Q55 (search for similar items in EconPapers)
Date: 2022
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Handle: RePEc:rdc:journl:v:13:y:2022:i:1:p:36-40