Neuromarketing Attributes in the Contex of Determinants of Business Behavior and Neurolinguistic Programming
Zuzana Birknerová (Author)
Summary
Excerpt
Table Of Contents
- Cover
- Title
- Copyright
- About the author
- About the book
- This eBook can be cited
- Contents
- Introduction
- 1 Business behavior
- 1.1 Personality of businessman
- 1.2 Purchasing and consumer behavior
- 1.3 Negative factors of business behavior
- 1.4 Business behavior and marketing
- 2 Marketing and sensory marketing
- 2.1 Feeling versus perception
- 2.2 Areas of sensory marketing
- 2.2.1 Visual marketing
- 2.2.2 Audio marketing
- 2.2.3 Aroma marketing
- 2.2.4 Haptic marketing
- 2.2.5 Taste marketing
- 3 Neuromarketing
- 3.1 Neuroscience
- 3.2 Techniques in neuromarketing
- 3.2.1 Functional Magnetic Resonance (fMRI)
- 3.2.2 Electroencephalography (EEG)
- 3.2.3 Magnetoencephalography (MEG)
- 3.2.4 Computed Tomography (CT)
- 3.2.5 Positron Emission Tomography (PET)
- 3.2.6 Near-Infrared Spectroscopy (NIRS)
- 3.2.7 Facial coding
- 3.2.8 Facial Electromyography (EMG)
- 3.2.9 Eye-tracking
- 3.2.10 Measurement of physiological responses
- 3.3 Neuromarketing in the context of the research
- 4 Ethics of neuromarketing research
- 5 Neurolinguistic Programming (NLP)
- 5.1 Neurological levels
- 5.1.1 Surrounding
- 5.1.2 Behavior
- 5.1.3 Abilities and skills
- 5.1.4 Values and beliefs
- 5.1.5 Identity (mission)
- 5.1.6 Connection (mission, transmission, meaning)
- 5.2 Communication patterns based on NLP
- 5.2.1 Mind reading
- 5.2.2 Agreeable attitude
- 5.2.3 A sequence of several affirmative statements or questions
- 5.2.4 Hyptnotic accompanying and guidance
- 5.2.5 Breaking the formula with NLP
- 5.2.6 Reporting negative things
- 5.2.7 The pattern of awareness in NLP
- 5.3 NLP techniques
- 5.3.1 Mind mapping
- 5.3.2 Brain gym
- 5.3.3 Disney’s creative strategy
- 5.3.4 The six thinking hats model
- 5.3.5 NLP metaprograms
- 5.3.6 Reframing
- 6 Factors In NLP and business
- 6.1 Cognitive-emotional-behavioral factors in NLP
- 6.1.1 Emotions as a mean of communication with the customer
- 6.1.2 Emotions as a decision-making support
- 6.2 NLP as a tool of successful sales
- 6.3 Main principles of NLP in managerial practice and business
- 6.3.1 Communication is continuous
- 6.3.2 The meaning of communication is the reaction it generates
- 6.3.3 People react to their idea and model of reality, not to reality itself
- 6.3.4 Body, spirit, and soul are different, closely connected partial aspects of the whole person. Changing one part affects the others
- 6.3.5 The most flexible person wins
- 6.3.6 Unhappy, sick people are not broken – they use what they know and have, but in a way that doesn’t satisfactorily meet their needs
- 6.3.7 Everyone acts as best they can at the given moment
- 6.3.8 Every behavior is valuable and useful in some context
- 6.3.9 The more options a person can use to shape his life, the smoother and more satisfying his life will be
- 6.3.10 Everyone is capable of achieving everything – in their own way
- 6.3.11 Everyone has everything they need to handle life’s problems – they just have to learn how to use it appropriately
- 6.3.12 There is no such a thing as failure, only results
- 6.3.13 Problems taste better in smaller doses
- 6.3.14 Behind every problematic behavior is a good intention
- 6.4 Pillars of NLP in practice
- 7 Research in the field of neuromarketing, business behavior and NLP
- 7.1 Sensory marketing research as an attribute of neuromarketing and business behavior
- 7.1.1 The aim and hypotheses of the first research project
- 7.1.2 Methodologies and methods of the first research project
- 7.1.3 Research sample of the first research project
- 7.1.4 Results of the first research project
- 7.1.5 Summary results of the first research project
- 7.2 Neuromarketing research and neurolinguistic programming
- 7.2.1 The aim and hypotheses of the second research project
- 7.2.2 Methodologies and methods of the second research project
- NLP-C methodology (Neuro-Linguistic Programming – Communication)
- NLP-T methodology (Neuro-Linguistic Programming – Techniques)
- NM-SSP methodology (Neuromarketing – Shop, Seller, Product)
- 7.2.3 Research sample of the second research project
- 7.2.4 Results of the second research project
- 7.2.5 Summary results of the second research project
- Conclusion
- List of bibliographical references
- SM-CEB Sensory marketing – cognitions, emotions, behavior
- DOBB – T Determinants of business behavior – trader
- DOBB – C Determinants of business behavior – customer
- The NLP Technique questionnaire (NLP-T)
- The NLP Communication questionnaire (NLP-C)
- The Neuromarketing questionnaire (NM-SSP)
Introduction
The monograph focuses on the conceptualization of sensory marketing and neurolinguistic programming as potential tools for implementing neuromarketing, as well as the evaluation of its feedback in relation to factors influencing business behavior.
The primary objective of the monograph is to clarify specific aspects of neuromarketing and neurolinguistic programming in the context of business behavior and to compare how subjectively businesspeople and customers perceive these aspects. The goal of the monograph is to clarify sensory marketing as an attribute of neuromarketing in business behavior and to determine factors that affect business behavior, neurolinguistic programming, and their utilization in that field.
In certain shopping situations, the store atmosphere has a more significant influence on the customer’s decision than the product features or the price itself. The atmosphere may even have a direct impact on how customers develop attitudes about particular product categories. We perceive the atmosphere through our senses, which is how sensory marketing works. By introducing sensory stimulation into the sales environment, sensory marketing seeks to make customers feel good and, ideally, anticipate visiting a certain store in the future.
Development in the field of marketing research has reached a point where it is not sufficient to ask to find out the opinion and attitude of the customer. Researchers want to know what’s going on in a customer’s body while exposed to marketing stimuli, as well as how purchasing decisions he made. The use of medical devices to examine marketing activities created a new scientific field called neuromarketing. This interdisciplinary science has also enabled the development of sensory marketing, so today, it is possible to compare what customers say about themselves with what is happening in their bodies.
The monograph is dedicated to experts in the field of scientific research who engage in the study of neuromarketing and neurolinguistic programming in various contexts, especially in connection with sensory marketing in business behavior. The information which the monograph offers can be used by teachers who educate students in the field of neuromarketing, as well as by students who study the issues of marketing and business. The monograph is also intended for people who are interested in the issue of neurolinguistic programming and want to pay more attention to this issue and develop it in practice. Possibilities of using the presented methodologies, as well as theoretical and methodological knowledge, can be found in the preference of people for work, also in the education, coaching, and training of salespeople, employees, and people in general.
Authors
1 Business behavior
To assess sensory marketing as an attribute of neuromarketing in business behavior, and at the same time to assess the subjective perception of this issue from the perspective of traders and customers, it is necessary to explain fundamental, closely related concepts. Mainly, the concept of behavior needs to be clarified in general. Behavior is a way of expressing oneself in society, the way an individual behaves towards other people.
Business behavior stands for a theoretical definition of behavior in the field of business. Professional articles but also conceptual dictionaries contain different characteristics of a business. Viestová et al. (2006) offer a brief and concise trade definition. These authors define trade as the activity of exchanging services and goods via money. In the trade theory, the exchange of products is called buying and selling. Trade is a fundamental economic concept.
Szarková (2000) compares business to marketing in terms of the similarity of approaches, methods, and techniques used in it. The essential element is the contact between the trader and the customer. Business behavior is based on the essence of the concept of trade. It represents systems of behavior in the environment of business-sales relations. As with every behavior, business behavior depends on several variables, mostly self-confidence and the traits of the trader himself, and the cultural environment in the place of business also plays a role here (Graham et al., 2009).
Organizations have been dealing with the issue of business behavior since there is a competitive struggle between them. It is important to keep the best brand name for other business activities. The power of business behavior has the highest value in organizations, which they strive to improve and promote. Business behavior is the driving force of all organizations that try to analyze this process and, based on it, improve the attractiveness of their name and business (Birknerová et al., 2020).
Trading and business behavior depend on personal as well as cultural and social factors. Various factors are, to some extent, a prerequisite for the success of a businessman in building his business career.
1.1. Personality of businessman
Each person is unique and characterized by certain attributes of himself. Personality type can reveal how a person will react in life situations. Personality type is a set of qualities that occur together and are interconnected (Alexy, 2011). Human factors determine people’s behavior and influence their interactions. Marketers not only determine strategy based on their own perspectives but also receive opinions from others. For a trader, it is important to be conscious of his abilities and skills and to be able to admit a mistake, ask for help, or reveal that he is capable to do something by himself (Yuan et al., 2017). Within sales management, salespeople are the most meaningful part of the company’s function. The salesperson should be energetic, enthusiastic, persistent, proactive, self-confident, and devoted to his work. Selling means a certain way of life for the salesman. Furthermore, he should be independent, internally motivated, friendly, honest, hardworking, disciplined, enthusiastic, and should be able to build relationships with customers (Kotler, 2007).
Sales teams are also an important aspect of successful sales. Sales teams are a part of the marketing mix, which are very effective in achieving marketing goals and implementing marketing activities, such as finding and contacting new customers, sales, service, and gathering information. The high costs of sales teams require an effective sales management process. The company must proceed very carefully when choosing traders. When dealing with a customer, the marketer should be driven by a broader concept of relationship marketing. The relationship between the seller and the customer should be built on value and trust (Kotler, 2007). Regardless of the title, sales team members in modern organizations play a key role in the marketing mix. Sellers represent the only direct contact with the customer. Sales teams deal with wholesalers and retailers, seek support and help traders to sell products appropriately.
The profession of trader requires professional knowledge and communication skills. A professional trader can keep his boundaries while respecting the customer’s boundaries in a way that he understands the customer’s requirements and wishes related to the product and his needs. Building trust is a part of quality services. Empathy, product knowledge, and a trustworthy approach while the entire sales process are essential components of a professional trader (Sedláková, 2004).
Bělohlávek (2009) claims that every trader should have a personal vision. It is an active idea of the future state hence achieved results, position, or way of life. This vision guides him on his life path, helps him make decisions, and gives him the energy to work. Traders with a clear vision achieve significantly better results, whether at work or in personal life. According to Bedrnová and Nový (1998), the effective use of psychological knowledge enables the consolidation and creation of long-term business relationships so that both parties achieve the desired success. It is consequential to have knowledge about the personality of the trader, but also about the business activity itself and its process. It requires good interaction, communication, and also the application of psychological knowledge during the sale.
In today’s modern age, using psychological knowledge and methods helps traders to resolve conflicts in the work environment. It is confirmed that in order to achieve the required work success, it is significant to get to know the person as such and his mental health. Quality employees form the basis of a successful company. Psychological knowledge and procedures are used by companies not only in the sale of products but also in the selection of the right employees (Szarková, 2007). According to Armstrong (1999), a businessman who wants to manage a company successfully should have quality personality traits which include regulating behavior and emotions, the ability to solve problems and take responsibility for them, making the right decisions in critical situations, finding the best solution, assertiveness, effort to promote the organization and its products and insist on professional opinion. For a trader to be successful, he must use various interpersonal skills in his work.
According to Bedrnová and Nový (1998), one of the qualities that helps traders succeed is extraversion. It is characterized by openness, sociability, interest in communication with people, adaptability, and networking. Compared to introverts, who are more focused on privacy and timid in making contacts, extroverts have a better chance of finding a job in this business. Ambition, perseverance, and responsibility are also essential. Openness and fairness help to build trust between the trader and another party in the business.
Details
- Pages
- 170
- Year
- 2023
- ISBN (PDF)
- 9783631897874
- ISBN (ePUB)
- 9783631897881
- ISBN (Softcover)
- 9783631897867
- DOI
- 10.3726/b20600
- Language
- English
- Publication date
- 2023 (June)
- Published
- Berlin, Bern, Bruxelles, New York, Oxford, Warszawa, Wien, 2023. 170 pp., 2 fig. col., 4 fig. b/w, 12 tables.
Biographical notes
Róbert Štefko (Author)
Zuzana Birknerová (Author)
Róbert Štefko works as a dean of the Faculty of Management and Business of the University of Presov in Presov. Within the area of business economics and management, the author focuses on the research of marketing of intangible products, economics, and marketing management of organizations providing services and on related areas of the field. Zuzana Birknerová works as the Head of the Department of Managerial Psychology at the Faculty of Management and Business of the University of Presov in Presov. The rich publishing activity of the author is primarily focused on social phenomena such as social and emotional intelligence and related constructs of them, with which she usually deals in the context of managerial work.
