อิทธิพลของการสื่อสารการตลาดเชิงประสาทวิทยาต่อพฤติกรรมการซื้อสินค้าประเภทคาเฟ่ขนมหวาน

Abstract

The purpose of this quasi-experimental research is to study influence of neuromarketing communication towards buying behavior. By using lemons, pictures of lemon and lemon scent, which were considered as sight and smell stimuli in the self-administered experiment, 86 males and females, 18-30 years old walked-in customers were informally interviewed to ask for the reasons behind macaron buying behavior. The finding showed the higher rate of lemon macaron buying behavior in stimulated customers either sight sense or smell sense than those that were not. Most customers who chose lemon flavor were influenced of neuromarketing and when sight and smell stimuli were integrated, influence of neuromarketing is higher than single stimulus. Due to the subconscious/unconscious stimuli used in the experiment, some subjects did not realize about the subconscious one. However, the subjects were, in fact, continuously stimulated by subliminal stimuli. Therefore, by disregarding the factor of personal preference, most subjects chose lemon macaron. Also, some subjects chose lemon macaron after seeing customers nearby eating it, which were contributed from the work of mirror neurons.