The Role of Neuromarketing and Behavioral Economics in Marketing Strategies: An Applied Study on the Fashion Industry. The Case of Liu Jo

In recent years, the marketing and communication sectors have gone through profound changes driven by digital technological innovation that has changed both consumer habits as well as the way they make decisions. At the heart of these changes are Neuromarketing and Behavioural economics, two disciplines that have become increasingly relevant tools for understanding the unconscious mechanisms that influence human behaviour. This research explores the role of neuromarketing, analysing its development over time and its use by companies to strengthen brand ties and influence purchasing decisions. In particular, it will focus on the fashion industry, a sector particularly suited to the application of neuromarketing due to its strong emotional and visual component. Therefore, the study aims at showing the importance of neuromarketing in creating effective sales strategies. In addition to neuromarketing, the thesis will also explore behavioural economics, studying its origins and evolution, analysing how cognitive biases and heuristics influence consumer decisions, going beyond the predictions of traditional economic models. In particular, it will focus on some fundamental biases that alter customer perceptions with the aim of understanding how these factors shape human behaviour. To fully grasp its practical implications, the thesis takes Liu Jo as a case study and analyses uses psychological and behavioural insights in its marketing strategies. The research investigates Liu engages its audience through specific cognitive biases and how the brand develops strategies to maintain consumer loyalty, both in physical stores and online. In conclusion, this research highlights how behavioural economics and neuromarketing can improve promotional strategies and contribute to brand growth. By analysing the impact of cognitive biases and psychological techniques on consumer behaviour, the study provides a clearer understanding of how these techniques are changing the fashion industry and helping brands build stronger and more lasting loyalty to their products.