engleski

New age of marketing - neuromarketing

This paper discusses about neuromarketing, a relatively young science and market research method that will be increasingly used due to the saturation with traditional advertising. The compound of psychology, neuroscience and economics represents the opportunity for better understanding consumer needs and ways to satisfy those needs. Using devices for scanning the brain, such as functional magnetic resonance imaging, electroencephalography or eye tracking method, allows to retrieve unconscious, but also the most reliable consumer reaction because neuromarketing skips the response given by the consumer. It is interested in the brain response. If the sense of sight, hearing, smell, taste, or touch is affected in the right way, it is possible to reach the reptilian brain that makes purchasing decisions. An online survey was conducted to examine respondents’ views about this new science.

neuromarketing ; reptilian brain ; subliminal advertising ; substitute logo

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