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The Path Less Traversed: Neuroscience and Robots in Nudging Consumer Happiness

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Part of the Studies in Rhythm Engineering book series (SRE)

Abstract

Brain scanning of clients will help strategy marketing specialists understand the human brain and its consequent behaviour. Thus, the marketing specialists will know how to change the customers behaviour. The brain behaviour is measured through neuro-marketing techniques: from physiological aspects such as perspiration, the electrical conductivity of the skin, hormonal and neurotransmitter changes, movement and dilation of the pupil, movements of muscles (body and face), to even the understanding of complex cognitive aspects, such as the functional activity of specific regions of the brain through the analysis of different markers such as electrical waves, cerebral metabolism and its blood flow. We believe that smart robots will play a significant role in physical retail in the future. In the last decade, companies have developed a large number of intelligent products. Due to the use of information technology, these products operate somewhat autonomously, cooperate with other products or adapt to changing circumstances. Robotics is a growing industry with applications in numerous markets, including retail, transportation, manufacturing and even as personal assistants. Consumers have evolved to expect more from the buying experience, and retailers are looking at technology to keep consumers engaged. In today’s highly competitive business climate, being able to attract, serve and satisfy more customers is a key to success. Consumer behaviour control and paternalism represent a central role in both behaviour analysis and nudging, and they are needed to elaborate on ethical considerations in this regard. Nudging can profit from behaviour analysis by getting a better understanding of the underlying mechanisms of behaviour change. Countless specialized studies show us that the new techniques used by companies to keep the consumer happy are sooner necessary and effective than expensive. A satisfied and happy customer will always return to purchase products and services of the company he already knows and trusts, which continuously supports and motivates him. A company should never ignore the importance of customer satisfaction. There are dozens of factors contributing to the success (or failure) of a business, and customer satisfaction is one of them. Companies need to track this factor and work on improving it to make their customers more loyal and eventually turn them into brand ambassadors. And, the modern techniques used are quite effective and not as expensive as one would think.

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© The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2021

Authors and Affiliations

  1. 1.Springer Nature Singapore Pte Ltd.SingaporeSingapore
  2. 2.Doctoral SchoolUniversity of Physical Education and SportsBucharestRomania

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