Purchase prediction and brand loyalty: Studying hedonic forecasting and reward to establish approach behaviors
Alejandro Salgado, Maria Jose Calvo, Maria Fernanda Gomez and Carlos VelascoNeurosketch, Colombia
INTRODUCTION
Consumer behavior has been widely studied using different approaches; one of the most recent is neuroscience (Ariely and Berns, 2010). The study of the nervous system provides new questions and dimensions to study the consumer which were previously hidden and offers evidence to support the notion that decision making is not an exclusively rational process, rather many of our decisions and judgments are automatic and even...