Uncovering the WHY of Consumer Behavior - From Neuroscience to Implementation

Enrique Strelow and Christian Scheier

Marketing Review St.Gallen, 2018, vol. 35, issue 1, 102-108

Abstract: Neuroscience has identified the core drivers of consumer behavior. The challenge for marketing is to make these insights actionable in day to day marketing. Using a FMCG case study, this paper introduces a systematic approach that leverages neuroscience insights to uncover the why of brand choice, helps to evaluate communication at touchpoints and maximize marketing effectiveness in driving fit to brand and sales.

Date: 2018
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/275963/1/MRSG_2018_1_102-108.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:275963

Access Statistics for this article

Marketing Review St.Gallen is currently edited by Sven Reinecke, Thomas Bieger, Johanna Gollnhofer, Dennis Herhausen, Andreas Herrmann, Christian Hildebrand, Thomas Rudolph, Christian Schmitz, Marcus Schögel, Torsten Tomczak, Dirk Zupancic, Christian Belz, Heinz Weinhold-Stünzi

More articles in Marketing Review St.Gallen from Universität St.Gallen, Institut für Marketing und Customer Insight
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().