Results

Over the last years, the relevance of digital-based business model increased significantly. AirBnb, Uber or BlaBlaCar showed the great potentialities of companies that aim to get together different groups of customers - like travelers and hosts - through the opportunities provided by digital technologies.

What the conscious mind expresses neither completely represents nor necessarily reflects the feelings and evaluations of consumers correctly. Biomarketing, a new discipline based on the application of neuro- and bioscience in a managerial context, helps us to identify the unconscious and emotional reactions of consumers evoked by a product or brand, and thus to predict their behavior.