A neuromarketing study in the field of luxury brand: The Louis Vuitton Case study

This thesis investigates the field of neuromarketing, providing insights into how neuroscience contributes to a deeper understanding of consumer preferences within decision-making processes. The study sheds light on the unconscious dimensions of the consumer, illustrating the significant role of emotions, human senses, and psychological mechanisms in response to marketing stimuli. The thesis is structured into four chapters. In the first chapter, a theoretical overview is presented, elucidating how and why the need for a neuromarketing and scientific perspective arose, how brain activity is strategically involved in the customer journey. The chapter introduces key definitions from neuroscience and behavioural economics challenging the traditional assumption of the rational consumer. The second chapter covers the integration of neuromarketing within corporate communication and brand strategies, analysing how cognitive processes drive purchasing decisions. Delving into the main areas of neuromarketing -including online and offline experiences, branding, advertising, and product features- emerge how companies can optimize their marketing strategies by reducing the risk of product failure. The thesis also aims to analyse two branches of neuromarketing: sensory and experiential marketing both of which are engaged in building a strong brand identity and fostering relationships between brand and consumers. Through this analysis particular importance is given to the holistic and immersive experience, a central factor in luxury and fashion, whereby the brand assumes a symbolic and cultural meaning. In the third chapter the luxury sector is discussed, offering a concrete framework emphasizing how luxury consumption is guided by symbolic values, and cognitive principles. In particular, the thesis explores the deployment of cognitive biases adopted by luxury brands, strategic in influencing pricing, engagement, and perception during the customer journey. Finally, the thesis presents a detailed Case Study, which analyses the sensory, experiential communicative strategies implemented by one of the most representative luxury brands: Louis Vuitton. Overall, supported by substantial bibliographic research, the Case Study is developed through a qualitative approach, aimed at observing and interpreting how celebrity and artistic collaborations, immersive experiences, and multisensory stimuli contribute to shape consumer behaviour by activating cognitive biases.