This book discusses the analysis of consumer behavior as a fundamental tool to build agility in business models and strategies. Exploring recent scientific developments in neurobehavioral research, this book argues that the development of agile marketing strategies requires an examination of neurobehavioral experiences in visual merchandising, shopping, and consumption, and an understanding cognitive synchronization with emotions, such as eye movements, gestures, verbal manifestation, and encoding behavior among consumers. The author discusses possible approaches to measure neuro-responses during a consumer’s shopping experience, both in-store and online. Such approaches will help firms to understand real-time neurobehavioral effects and improve the marketing capabilities of the firm accordingly.
Discussing new strategies suitable to co-create agile business models in association with the market players and consumers, this interdisciplinary work engages scholarship on business agility, consumer behavior, social intervention, collective intelligence, decision-making, and stakeholder values.
Author(s): Rajagopal
Publisher: Palgrave Macmillan
Year: 2022
Language: English
Pages: 253
City: Cham
Acknowledgments
Contents
About the Author
List of Figures
1 Introduction
The Concept
Thematic Discussions
The Quadruple Bottom-Line in Business
Behavioral Analysis
Social Media and Markets
Agility in Marketing Strategies
Thematic Convergence
Part I The Convergence
2 Consumer Dynamics
Evolution of Consumer Behavior
Behavioral Ecosystem
Cognition and Emotions
Changing Consumer Preferences
Neurobehavioral Attributes
3 Social Media and Markets
Social Media Marketing
Evolution of Communication Strategies
Relationship Marketing
Social Phenotype and Consumer Behavior
4 Relationship Strategy
Customer Relationship
Relationship Foundations
CRM Perspectives
CRM Value Chain
Corporate Behavior and Relationship Management
Managing Loyalty Programs
Competitive Touchpoints
Competitive Market Cycle
Part II The Shift
5 Neurobehavioral Perspectives
Neurobehavioral Attributes
Emotions and Consumer Behavior
Neurobehavioral Effects: Arousal and Merriment
Neuromarketing Techniques
Functional Magnetic Resonance Imaging (fMRI)
Electroencephalogram (EEG)
Steady-State Topography (SST)
Positron Emission Tomography (PET)
Eye Tracking
Facial Electromyography
Skin Conductance
Consumer Personality and Behavioral Traits
Big Five Concept
6 Rethinking Marketing
Cognition and Critical Thinking
Collective Intelligence and Cognition
Market Evolution
Competition Complexity Grid
Aggressive Marketing
Crowd Business Modeling
7 The Agile Mind-Set
Agile Marketing Concept and Practices
Social Learning and Behavioral Flexibility
Social Intelligence and Brand Effects
Psychodynamics Among Consumers
Consumption Philosophies
Part III Window to the Future
8 Epilogue: The Extent of Agility
Future Marketing Technology
Technology Disruptions
Conscious Consumerism
Index
