Pinto, Isabella (A.A. 2021/2022) Neuromarketing: the sphere of emotions in the decision-making choices of economic agents. Tesi di Laurea in Behavioural economics and psychology, Luiss Guido Carli, relatore Massimo Egidi, pp. 65. [Bachelor's Degree Thesis]

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Abstract/Index

From neoclassical theory to the behavioural approach. The notion of rationality in neoclassical theory. Axioms of rational choice behaviour. New Axiom of detected preferences. Choices, detected expectations and games. Rational expectations: a hypothesis not always valid. Brain and decisions. Neuroeconomics: the neural basis of individual choices. Framing effect: the purchase frame and neural bases. Mirror neurons and the social brain. The ultimatum games. Sensory selling. Brand and neuromarketing. What is neuromarketing. Differences between neuromarketing and traditional marketing. Emotions and brand: the measurement of emotions. Ethics and limitations of neuromarketing. Neuromarketing and Covid-19.

References

Bibliografia: pp. 55-60.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Political Science (L36)
Chair:	Behavioural economics and psychology
Thesis Supervisor:	Egidi, Massimo
Academic Year:	2021/2022
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	08 Feb 2023 11:30
Last Modified:	08 Feb 2023 11:30
URI:	https://tesi.luiss.it/id/eprint/34993

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