Customer emotions when making an online purchase decision: Results of neuromarketing experiments
Journal: Upravlenets
Year: 2021

The primary task of marketing is to establish consumers' emotional connection with a product and awake emotions that motivate them to make a purchase. Deciphering buyers' emotional state when making a purchase decision allows designing effective and responsive interfaces to market and promote products online. The study aims to identify the emotions acting as predictors of consumer choice when ordering ready-made meals online. Methodologically, the research rests on marketing and neuromarketing t