Cognitive Systems in Branding: Linking Neuromarketing, Emotions, and Subliminal Persuasion to Customer Choices through the IMPACT Method
This paper explores the cognitive processes underlying branding and consumer behavior, emphasizing Kahneman’s System 1 and System 2 framework and its extensions. Key theories, including Zhao’s three-system model and Rottenstreich et al.’s focus on memory-based versus stimulus-based choices, highl...
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| Main Author: | |
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| Format: | Artigo |
| Language: | Inglês |
| Published: |
Ovidius University Press
2025-02-01
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| Series: | Ovidius University Annals: Economic Sciences Series |
| Subjects: | |
| Online Access: | https://stec.univ-ovidius.ro/html/anale/RO/2024i2/Section%204/6.pdf |
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