Neuromarketing for Healthy Products The Great Challenge of the Food Industry
Application of neuroscience to healthy foods is a practical lecture focused on the most important scientific highlights pertaining to consumer behaviour as relates to buying and consuming healthy foods. Neuroscience applied to the consumer market, or neuromarketing, sheds light on human behaviour from a holistic perspective involving, on the one hand, “conscious responses” (controllable by the mind) and, on the other, “unconscious biological responses” (automatic, not controlled by reason) which consumers cannot express but can be measured using scientific tools. The way the human mind reacts to so-called healthy products has been the focus of scientific research over the past years, given the growing public health problems in the world. Some of this research studies will be shared with the audience together with brief descriptions of neuroscience fundamentals, in order to help participants gain understanding of the influence of healthy products on the minds of their consumers and, therefore, devise better persuasion strategies when it comes to marketing their products.
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| Format: | Digital revista |
| Language: | spa |
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Fedepalma
2019
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| Online Access: | https://publicaciones.fedepalma.org/index.php/palmas/article/view/13118 |
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