Application of neuromarketing methods for the evaluation of construction and real estate projects

Andrej Naumčik

Doctoral dissertation

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The doctoral dissertation deals with the application of neuromarketing at the theoretical and practical levels in the real estate field. Neuromarketing as a phenomenon that explains customers’ choices is the research object. The aim raised for the doctoral research was to design a model based on neuromarketing principles that intends to select energy-efficient real estate that matches customers’ expectations.

Objectives: 1) to analyze the concept of neuromarketing, to identify the fields of application of neuromarketing, to identify the challenges that occur in the construction and real estate market as well as the potential to solve them by using neurosciences and to specify the problems of application of neurosciences in the real estate market and to carry out a critical analysis of neuromarketing techniques applicable in construction and real estate market research; 2) to form a model based on neuromarketing principles that could be applied in the energy-efficient real estate market and to base the stages of model’s application, necessary technologies, data, and features; 3) to empirically test the applicability of the model based on neuromarketing principles in the energy-efficient real estate market.

The doctoral thesis consists of the introduction, three chapters, general conclusions, lists of referred literature and sources, authors’ publications on the topic of the doctoral dissertation.

The introductory chapter formulates the problem, reveals the relevance of the research, identifies object of the research, formulates the aim and tasks of the research, describes the research methodology, presents scientific novelty of the research, reveals the practical value of the research fidings, presents the defended propositions.

The first chapter is dedicated to the substantiation of the application of theoretical neuromarketing solutions in the real estate market. This chapter presents the challenges in the use of neurosciences in the real estate marketing, analyses the techniques of neuromarketing applicable in research on the real estate market. The second chapter presents the model of neuromarketing techniques applicable in the energy-efficient real estate market. In the third chapter, the proposed model has been tested by empirical research for energy-efficient real estate.

7 articles were published on the topic of the doctoral dissertation: 6 of them were published in scientific journals (3 out of them are refered in Clarivate Analytics Web of Science database), 1 – in a the conference proceedings. 2 presentations on the topic of the dissertation were presented at international conferences, 1 at a national conference.

Read electronic version of the book:

DOI: https://doi.org/10.20334/2021-029-M

Book details

Data sheet

Year:
2021
Imprint No:
2021-029-M
Dimensions:
160×240
Pages:
124 p.
Cover:
Softcover
Language:
Lithuanian
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