A key challenge in the 21st century is identifying how to satisfy consumers’ needs in the best manner possible, whilst ensuring companies’ financial profitability. Scientists play a major role in achieving this goal, as research methods, techniques and tools have continuously evolved. In the...

Met moderne beeldvormende technieken, de neuro-imaging-technieken, kan ge-meten worden waar en wanneer hersenactiviteit plaats vindt bij de uitvoering van een bepaalde taak. Zodoende kan de reactie van de hersenen gemeten worden op marketing stimuli zoals een reclamefilmpje of een verpakking, of...

Human behavior is affected by various forms of persuasion. The general persuasive effect of high expertise of the communicator, often referred to as "expert power", is well documented. We found that a single exposure to a combination of an expert and an object leads to a long-lasting positive...

We propose a neurally motivated network model of advertising where advertisements create complementarities among the directly observable attributes of a product, allowing a brand to obtain social value. The formalization of this process allows us to examine the indirect effects of advertising in...

In this paper I review the evidence from marketing and psychology literature about the purchase behavior of consumers. I concentrate on the characteristics of the choice process, choice of the external information source and nature of the information obtained from these sources. The impact of...

In this paper I review the evidence from marketing and psychology literature about the purchase behavior of consumers. I concentrate on the characteristics of the choice process, choice of the external information source and nature of the information obtained from these sources. The impact of...

The decision to buy a life insurance policy is in most of the cases a complex decision. The consumer faces many problems before the purchase and during the effective process and after the purchase.

Categorization is a core psychological process central to consumer and managerial decision-making. While a substantial amount of research has been conducted to examine individual categorization behaviors, relatively little is known about the group categorization process. In two experiments, we...

Our paper focuses on consumer’s behavior of banking market and underlines the conclusions that were taken by many studies on this area. In order to understand the buying decision of the clients, we present the behavioral factors and the theories of consumers’ behavior. The conclusion of...