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ABSTRACT. Following recent research on emotional and cognitive reactions to marketing stimuli, I have identified and provided empirical evidence concerning mechanisms underlying judgments and decision making in behavioral and consumer neuroscience. Using data from Content Marketing Institute, Invodo/e-tailing group, MarketingCharts, MarketingSherpa, Neustar, Pew Research Center, and SmartBrief, I performed analyses and made estimates regarding the influence of content on purchasing decisions, product videos as online shopping aids, expected online behaviors of smartphone users (by age), and the percentage of online shoppers who say they would typically buy in store without looking at prices online/buy online without looking at prices in a store/compare prices if they needed to make a purchase.
JEL codes: D11; D12; D91; N3; P46

Keywords: emotion; cognition; marketing stimuli; behavior; consumer neuroscience

How to cite: Drugău-Constantin, Andreea (2018). “Emotional and Cognitive Reactions to Marketing Stimuli: Mechanisms Underlying Judgments and Decision Making in Behavioral and Consumer Neuroscience,” Economics, Management, and Financial Markets 13(4): 46–50.

Received 4 February 2018 • Received in revised form 13 April 2018
Accepted 14 April 2018 • Available online 25 April 2018

doi:10.22381/EMFM13420183

ANDREEA DRUGĂU-CONSTANTIN
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The Bucharest University of Economic Studies

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