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Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Wirtschaft The impact of visual subliminal triggers at the point of sale on the consumers’ willingness to purchase - A critical investigation into gender differences
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The impact of visual subliminal triggers at the point of sale on the consumers’ willingness to purchase - A critical investigation into gender differences
Ralf A. Brickau (Taschenbuch, Englisch)
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Beschreibung
Purpose - Over the last decades a plethora of advertising elements has been employed at the point of sale (POS) in supermarkets with the intention to increase demand among male and female consumers - with varying success. Companies still strive to understand the "black box” of consumer brains. Neuroscientific research has brought new perspectives to consumer behaviour and shows positive results… but still there are a lot of white spots on the map while trying to understand consumers´ behaviour. This exploratory research is aimed at identifying gender differences in the perception of visual subliminal marketing triggers at the POS. Concentrating on food retailing, the impact of subliminal marketing triggers in the form of merchandising displays on the consumers’ willingness to purchase is investigated, using the example of the confectionary product "Celebrations”. Design/Methodology/Approach - Data is collected using both a quantitative and a qualitative research approach. First, a subliminal test has been conducted on a sample of 305 participants, including 154 male consumers and 151 female consumers, in order to investigate the responses of participants subjected to different subliminal advertising triggers and moreover to uncover the impact of these triggers that potentially affect the consumers’ willingness to purchase. Afterwards, two focus groups divided by gender are conducted to further explore the quantitative results. One focus group consists of five male participants, while the other group comprises six female participants. The results of both approaches are submitted to a multistage analysis process. Findings - The results show that gender differences in the perception of subliminal marketing triggers exist and subsequently result in a differing general willingness to pay for the product. Regardless of the display shown, Originality/Value - It appears that this is the first study that combines the area of neuromarketing and gender marketing in order to investigate the influence of gender on the perception of subliminal marketing triggers, the interaction of these two variables and their impact on the consumer´s willingness to purchase. Dieses Produkt haben wir gerade leider nicht auf Lager.
Handgeprüfte Gebrauchtware
Bis zu 50 % günstiger als neu
Der Umwelt zuliebe
Technische Daten
Erscheinungsdatum
27.04.2017
Sprache
Englisch
EAN
9783961631049
Herausgeber
readbox publishing
Serien- oder Bandtitel
ISM Workingpaper
Sonderedition
Nein
Autor
Ralf A. Brickau
Seitenanzahl
55
Einbandart
Taschenbuch
Bandzählung
6
Schlagwörter
Workingpaper, ISM, gender differences, Gender marketing, Consumer buying behaviour, Strategic marketing management, Neuromarketing
Thema-Inhalt
K - Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management
Höhe
297 mm
Breite
21 cm
-.-
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