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What is Purchase Decision

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience
Purchase decision is the thought process that leads a consumer from identifying a need, generating options, and choosing a specific product and brand.
Published in Chapter:
A Neuromarketing Perspective for Assessing the Role and Impact of Typefaces on Consumer Purchase Decision
Nihal Toros Ntapiapis (Uskudar University, Turkey) and Çağla Özkardeşler (W3 Digital, Turkey)
DOI: 10.4018/978-1-7998-3126-6.ch011
Given increasing knowledge about how consumers communicate with texts, our understanding of how brain processes information remains relatively limited. Besides that, in today's world, advancing neuroscience-related technology and developments have changed the understanding of consumer behavior. In this regard, in the 1990s, consumer neuroscience and neuromarketing concepts were revealed. This new concept has brought a multi-disciplinary approach and new perceptions of human cognition and behavior. For measuring consumer behaviors through a new alternative method, research has started combining traditional marketing researches with these new methods. This chapter explores how typeface knowledge from the brain functions using neuroscience technology and the importance neurosciences methodologies have for readability research. Moreover, this chapter will evaluate how typefaces affect the purchase decision of the consumers and offer an integrative literature review.
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More Results
If You Want to Trigger an Emotional Purchase, Don't Make Your Customers Think: Understanding Customer Decision Making
The level of dominance of each process at a particular time is the key determinant of purchasing decisions. Visitors are more likely to add a product to their cart when the emotional process takes control, as they are directed by “how it feels” and not “is it worth it.”
Full Text Chapter Download: US $37.50 Add to Cart
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