Pr. Olivier Droulers, on neuromarketing at the Breizh Marketing Academy

Pr. Olivier Droulers, on neuromarketing at the Breizh Marketing Academy

On Tuesday, June 15, 2021, the Breizh Marketing Akademi organized a videoconference meeting on the theme of neuromarketing.

Neuromarketing, organized around 4 key concepts (attention, memorization, emotion and intensity) offers a better understanding of the consumer and his reactions/emotions. Widely used in advertising, it is now a major challenge.

During this meeting, Olivier Droulers, co-author of “Neuromarketing, le marketing revisité par les neurosciences du consommateur” and full professor at IGR-IAE Rennes, discussed how the analysis of neurological mechanisms allows to better understand consumer behavior and therefore to develop more efficient communication strategies.

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