Technology Innovation Management Review · 2012 · 13 citations · 0 references
BusinessMarketingMarketing ManagementConsumer BehaviorRetail MarketingStrategic MarketingConsumer NeedsCustomer EngagementCustomer Experience ManagementRetail Consumer BehaviorRetail Customer ExperienceConsumer Behavior AnalysisConsumer Buying BehaviorShopping ExperienceSubconscious Expression
IntroductionWhereas traditional marketing has concentrated on the value and competitive advantages of a product or service, contemporary marketing takes a holistic approach by also considering the purchasing process and the retail store atmosphere to evoke a positive shopping experience (Levy and Weitz, 2009). Neuromarketing has surfaced as a new branch of marketing that