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Participants of the AmChamps program had the opportunity to engage in a discussion with Dr. Nikolaos Dimitriadis, a professor at CITY College University in Europe, about neuromarketing – its origins, current trends, and its impact on business.
During the lecture, Dr. Dimitriadis explained the basic principles of neuromarketing in the context of understanding consumer decisions and researching the hidden impulses that shape their preferences, emphasizing that emotions are the key subconscious driver of purchasing.
Participants learned about the strategies and methods that scientists use to analyze consumer behavior, with a special focus on brand loyalty and the importance of quality advertising.
In addition to the technical aspects, there was a discussion about the broader influence of neuromarketing – from questions of free will to the way the subconscious shapes our decisions. Modern technologies for measuring brain activity, which allow for more precise research into reactions to products and advertisements, were also discussed.
The lecture concluded with the presentation of a video illustrating how the human brain reacts to marketing stimuli, often unconsciously, providing participants with deeper insight into how emotions affect decision-making.
You can view the event photos here.
