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

Shadrin V.G.1, Konovalova O.V.2, Shemchuk M.A.2
1 Кемеровский государственный университет»,, Russia
2 Кемеровский государственный университет, Russia

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Journal paper

Creative Economy (РИНЦ, ВАК)
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Volume 13, Number 11 (November 2019)

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. https://doi.org/10.18334/ce.13.11.41352

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=41471555
Cited: 11 by 07.12.2023

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.

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

JEL-classification: M31, M37, M39

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Смотрите также:

   Features of the life cycle of brands of software (Гастян А.Ш., Шиянова А.А.) Creative Economy. Num. 8 / 2009

   Marketingovaya kontseptsiya vovlecheniya pokupateley vo vzaimodeystvie s brendom (Боброва Е.А., Багиев Г.Л.) Creative Economy. Num. 8 / 2008

   Place of event-marketing in a complex marketing communications (Манихин А.А.) Creative Economy. Num. 4 / 2010

   Brand personification: applying psychometric methodology to social networks' big data (the Russian market data) (Сыропятов В.В., Елисеева В.С. и др.) Creative Economy. Num. 5 / 2023

   Theoretical approaches to marketing communications management. The matrix approach (Бутусова Д.А.) Creative Economy. Num. 10 / 2022

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