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Interaction between the Emotional and Rational Aspects in Consumer Buying Process for Typical Food Products of Italy
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Author(s): Luisa Sturiale (University of Catania, Italy)and Alessandro Scuderi (University of Catania, Italy)
Copyright: 2017
Pages: 21
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.ch007
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Abstract
There are many scientific contributions from different disciplines, including philosophy and psychology, which have dealt with aspects of buying behavior related to typical products. These products convey messages relating to the area of origin (in terms of culture and environment) and food security (including nutritional aspects). Recently, scientific contributions based on “neurological” investigative techniques have been developed on consumer behaviors. They have a relevant interest in the scientific community because they can be a valid instrument to understand the cognitive and emotional processes on “the preferences expressed”. This is a new theoretical approach known as “neuromarketing”. This chapter aims to analyze the cognitive and emotional choices of the consumers regards typical products of Italy. The results could be used to support specific campaigns to enhance the typical product by using a targeted communication which highlights the emotional components of the buying process.
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