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The implementation of the unconscious acts in marketing communications of the consumer with the brand


Shadrin V.G., Konovalova O.V., Shemchuk M.A.
(about the authors)

Shadrin Vladislav Georgievich – (Federal State Educational Institution of Higher Professional Education, Kemerovo State University, Kemerovo,)

Konovalova Olga Viktorovna – (The Kemerovo State University)

Shemchuk Mariya Alekseevna – (The Kemerovo State University)

Published in:
Creative Economy
– Volume 13, Number 11 (November 2019)

JEL classification: M31, M37, M39

Keywords: consumer behaviour, marketing, marketing communications, neuromarketing, sales


Citation:
Shadrin V.G., Konovalova O.V., Shemchuk M.A. (2019). The implementation of the unconscious acts in marketing communications of the consumer with the brand. Creative Economy, 13(11), 2289-2300. doi: 10.18334/ce.13.11.41352


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Abstract:

Unconscious consumer's act and neuromarketing are the most promising research areas at the intersection of Economics and psychology today. The key tools of neuromarketing are rituals, based on the study of which you can create a channel of interaction with the consumer. The article presents and systematizes the characteristics of the ritual of the brand, the conditions of its creation and methods. The authors introduced a link of human psychology "anchors" with communication with a brand for the consumer. The indicators to assess the effectiveness of the implementation of the unconscious acts in marketing communications are proposed for the first time. The article will be of interest to specialists in creative marketing communications lying at the confluence of psychologists, sociologists and Economics.







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