EMOTIONAL AND COGNITIVE REACTIONS TO MARKETING STIMULI: MECHANISMS UNDERLYING JUDGMENTS AND DECISION MAKING IN 
BEHAVIORAL AND CONSUMER NEUROSCIENCE Cover Image
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EMOTIONAL AND COGNITIVE REACTIONS TO MARKETING STIMULI: MECHANISMS UNDERLYING JUDGMENTS AND DECISION MAKING IN BEHAVIORAL AND CONSUMER NEUROSCIENCE
EMOTIONAL AND COGNITIVE REACTIONS TO MARKETING STIMULI: MECHANISMS UNDERLYING JUDGMENTS AND DECISION MAKING IN BEHAVIORAL AND CONSUMER NEUROSCIENCE

Author(s): Andreea L. Drugău-Constantin
Subject(s): Psychology, Marketing / Advertising
Published by: Addleton Academic Publishers
Keywords: emotion; cognition; marketing stimuli; behavior; consumer neuroscience;

Summary/Abstract: Following recent research on emotional and cognitive reactions to marketing stimuli, I have identified and provided empirical evidence concerning mechanisms underlying judgments and decision making in behavioral and consumer neuroscience. Using data from Content Marketing Institute, Invodo/e-tailing group, MarketingCharts, MarketingSherpa, Neustar, Pew Research Center, and SmartBrief, I performed analyses and made estimates regarding the influence of content on purchasing decisions, product videos as online shopping aids, expected online behaviors of smartphone users (by age), and the percentage of online shoppers who say they would typically buy in store without looking at prices online/buy online without looking at prices in a store/compare prices if they needed to make a purchase.

  • Issue Year: 13/2018
  • Issue No: 4
  • Page Range: 46-52
  • Page Count: 7
  • Language: English