Neuromarketings påvirkning på kunderejsen

Emilie Engelhardt Drifte, Anne Katrine Hjort Nielsen, Tine Ewé Jensen & Erica Atalia Skov Hansen

Student thesis: Project on Graduate Program

Abstract

This project investigates how McDonald’s uses neuromarketing and what kind of experience the consumer obtains in relation to this. Moreover the project examines how companies can manage the consumers behaviour by using sensory stimulation to affect the consumers unconsciously, through the customer journey. Furthermore there will be emphasized on which senses have an impact on creating the right kind of experience with the consumer. The project mainly focuses on the unconscious senses in relation to the overall experience with the brand McDonald’s. However the project will also seek to understand how the conscious senses can be effective, in order to influence the consumer’s experience. This project ends in a discussion about the ethical issues that are applied in the field of neuromarketing.

EducationsPerformance-design, (Bachelor/Graduate Programme) Graduate
LanguageDanish
Publication date21 Dec 2016
Number of pages59
SupervisorsJens Friis Jensen