engleski

Neuromarketing and Customers' Free Will

In this paper the possibility of applying neuroscience to marketing and branding is researched and the limit of knowing the human brain in marketing researches is questioned. Furthermore, this paper deals with the influence of sensory elements: colour, design, and also music, scent and taste on customer's perception and on his conscious or sub-conscious purchase decision. It also explores the influence of marketing instruments on the emotions of customers.

Neuromarketing; neuroscience; consumer perception; ethics and marketing

nije evidentirano