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Publication
Neuromarketing: a influência da cor na compra do consumidor jovem
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Projeto de graduação_2022111908 | 939.09 KB | Adobe PDF |
Advisor(s)
Abstract(s)
Este projeto de graduação investiga como a cor influencia as decisões de compra dos jovens, sob a perspetiva do neuromarketing. A pesquisa examina a crescente importância do neuromarketing na compreensão do comportamento do consumidor, destacando o impacto dos estímulos visuais, focando-se na cor, nas escolhas de compra. O objetivo deste trabalho é analisar essa influencia, identificando os conceitos fundamentais do neuromarketing e da psicologia das cores, bem como as reações emocionais e cognitivas dos jovens a diferentes cores e a relação entre a perceção das cores e as intenções de compra. Utiliza-se uma abordagem quantitativa e descritiva, com um questionário online direcionado a jovens entre os 18 e 25 anos. As considerações finais irão mostrar os resultados do inquérito, discutirão as limitações e será proposto linhas para futuras investigações.
This undergraduate project investigates how color influences young people’s buying decisions from a neuromarketing perspective. The research examines the growing importance of neuromarketing in understanding consumer behavior, highlighting the impact of visual stimuli, focusing on color, on buying choices. The goal of this work is to analyze this influence, finding the fundamental concepts of neuromarketing and color psychology, as well as young people’s emotional and cognitive reactions to distinct colors and the relationship between color perception and buying decisions. A quantitative and descriptive approach is used, with an online questionnaire directed at young people between the ages of 18 and 25. The final considerations will present the survey results, discuss their limitations, and propose lines for future research.
This undergraduate project investigates how color influences young people’s buying decisions from a neuromarketing perspective. The research examines the growing importance of neuromarketing in understanding consumer behavior, highlighting the impact of visual stimuli, focusing on color, on buying choices. The goal of this work is to analyze this influence, finding the fundamental concepts of neuromarketing and color psychology, as well as young people’s emotional and cognitive reactions to distinct colors and the relationship between color perception and buying decisions. A quantitative and descriptive approach is used, with an online questionnaire directed at young people between the ages of 18 and 25. The final considerations will present the survey results, discuss their limitations, and propose lines for future research.
Description
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências da Comunicação.
Keywords
Neuromarketing Psicologia das cores Comportamento do consumidor Consumidor jovem Decisão de compra Color psychology Consumer behavior Young consumers Buying decisions