Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/88128
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dc.date.accessioned2022-02-02T11:49:52Z-
dc.date.available2022-02-02T11:49:52Z-
dc.date.issued2021-
dc.identifier.citationEllul Sullivan, M. (2021). Neuromarketing: how do marketing sensory stimuli affect consumer buying behaviour (Bachelor's dissertation).en_GB
dc.identifier.urihttps://www.um.edu.mt/library/oar/handle/123456789/88128-
dc.descriptionB. Comms. (Hons)(Melit.)en_GB
dc.description.abstractThe aim of a business is to make profits. Although conventional marketing schemes are still evident in modern marketing, establishments have also implemented innovative strategies to gain competitive advantage in their market. Hence, marketers began to execute neuromarketing and sensory marketing in their course of action. This study sheds light on how sensitive and receptive the human senses are towards marketing sensory stimuli. For this dissertation, the researcher investigated the subject of sensory marketing, together with the concept of neuromarketing. This research tool that brings together the concepts of neurology, psychology and marketing. It therefore provides an insight on what stimuli activate a prospective customer's senses to the degree which entices a purchase. (Lee, Broderick & Chamberlain, 2007). The researcher made use of a qualitative research methodology for this study. Semi structured interviews were conducted amongst 25 local respondents ranging from ages 18 till 65. These participants were asked a series of questions relating to the human senses, more specifically, if they felt that certain marketing stimuli had an effect on their purchase decision or brand equity. The findings suggest that the majority of the respondents felt that they were in some way affected by sensory marketing stimuli. This research sheds light on the participants’ different opinions and perceptions about neuro marketing. In conclusion, the researcher identifies the implications to academia and to business practitioners.en_GB
dc.language.isoenen_GB
dc.rightsinfo:eu-repo/semantics/restrictedAccessen_GB
dc.subjectNeuromarketing -- Maltaen_GB
dc.subjectMarketing -- Malta -- Psychological aspectsen_GB
dc.subjectSenses and sensation -- Maltaen_GB
dc.subjectConsumer behavior -- Maltaen_GB
dc.titleNeuromarketing : how do marketing sensory stimuli affect consumer buying behaviouren_GB
dc.typebachelorThesisen_GB
dc.rights.holderThe copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder.en_GB
dc.publisher.institutionUniversity of Maltaen_GB
dc.publisher.departmentFaculty of Media and Knowledge Sciences. Department of Media & Communicationsen_GB
dc.description.reviewedN/Aen_GB
dc.contributor.creatorEllul Sullivan, Mia (2021)-
Appears in Collections:Dissertations - FacMKS - 2021
Dissertations - FacMKSMC - 2021

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