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Experiential Marketing: Searching for Emotional Connection with Consumers in POS
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Author(s): Bárbara Aucejo Devís (Emotion Research LAB, Spain)and Maria Pocoví (Emotion Research LAB, Spain)
Copyright: 2017
Pages: 19
Source title:
Applying Neuroscience to Business Practice
Source Author(s)/Editor(s): Manuel Alonso Dos Santos (Universidad Católica de la Santísima Concepción, Chile)
DOI: 10.4018/978-1-5225-1028-4.ch004
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Abstract
Nowadays marketing is focused on emotions to engage consumers to brands, products and services. The chapter evidence the use of technology innovation to monitor human behavior in marketing sector. The author has emphasized in algorithms of facial emotion recognition to explain how the technology can be implemented in real environments as retail surroundings to predict future consumer behavior. The reader will see real cases where companies are employing neuroscience tools applied to business practice. The goal's chapter is to demonstrate that monitor consumer in real environments it is possible without intrusiveness technologies and it is helpful to apply unforgettable experience to increase the loyalty of brands.
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