Year: 2024
Type: article
Abstract: This paper presents a comprehensive examination of the intricate process of consumer decision-making, elucidating the intricate interplay between conscious and unconscious elements. The findings demonstrate that marketing stimuli exert a considerable influence on the formation of associations and emotions, which frequently operate subconsciously to shape consumer choices. Marketing plays an essential role at various levels, from the creation of needs to the provision of objective information and the personalisation of offers. By understanding these mechanisms, companies can develop more effective marketing strategies to reach their target audience, positively influence purchasing decisions and create lasting bonds with their customers.
Institution: Université Sultan Moulay Slimane
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4402094218