Consumer Neuroscience in Practice: The Impact of Store Atmosphere on Consumer Behavior

Abstract

Consumer neuroscience is a phenomenon that has become an important tool of marketing management when defining customer driven strategies. The aim of consumer neuroscience (neuromarketing research) is a better understanding of the principles of decision-making and the strategy of customer and consumer behavior in economic processes through neuroimaging and biometric methods, psychological and neurobiological concepts and knowledge. The scientific discipline consumer neuroscience (neuromarketing) might be defined as a new direction of interdisciplinary research that engages in the research of neurobiological correlates and mechanisms applicable in business and economic decision-making, selection, strategy and planning. The paper deals with an interdisciplinary survey of the impact of music on the emotional response and merchandising of goods on customer perception when selecting food (wine). Using neuroimaging and biometric methods we have identified the impact of these incentives on customer perception, based on which we have established specific recommendations utilizable in practice in order to improve selling strategies, sales culture, and ultimately maximize profits.