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Neurobehavioral Perspectives

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Agile Marketing Strategies

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Abstract

Customer’s personality traits determine the evaluation process and purchasing decision. Previous research studies have stated that personal trait is one of the factors that determines the way consumers process the information from the social and business ecosystems and exhibit neurophysical and neurobehavioral actions and emotions in making buying and consumption decisions. This chapter discusses the role of personality, social values, lifestyle and peer motivations, and social equity in developing neurobehavioral marketing strategies. Arousal in shopping leads to neurobehavioral changes, which are driven by the multifaceted activities that are performed in various ways like do-it-yourself experience and visual merchandising. Such divergent activities embody different consumer feelings. This chapter categorically discusses the effects of shopping arousal, social comparison, and role of referrals on the neurobehavioral development among consumers. Developing agile marketing model by understanding the neurobehavioral attributes is also addressed in this chapter. This chapter includes discussions broadly on neurobehavioral attributes, emotions and consumer behavior, arousal and merriment, neuromarketing techniques, consumer personality, and behavioral traits with a focus on the Big-Five attributes.

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  1. Tecnologico de Monterrey, EGADE Business School, Mexico, Distrito Federal, Mexico

    Rajagopal

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Rajagopal (2022). Neurobehavioral Perspectives. In: Agile Marketing Strategies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-04212-6_5

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