Naslov
Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives

Autori
Vujičić, Maja ; Grbac, Bruno ; Mozetič, Vladimir

Izvornik
Tržište = Market : časopis za tržišnu teoriju i praksu (0353-4790) 33 (2021), 2; 185-203

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Neuromarketing ; Consumer Neuroscience ; fMRI ; Social Marketing ; Sensory Marketing

Sažetak
Purpose – The purpose of the research is to determine the way functional magnetic resonance imaging (fMRI), as a research tool in neuromarketing, is used and to analyse all important elements of conducting such research, as well as defining all relevant terms regarding neuromarketing and consumer neuroscience. Design/Methodology/Approach – The research was focused on conducting fMRI experiment, using observation method, survey and interview methods. Findings and implications – By analysing all steps in fMRI experiment procedure and determining how to conduct fMRI research, barriers in this kind of research are defined and it is established what should be overcome for proceeding further studies. Limitations – Numerous limitations included lack of adequate equipment and software, huge administrative barriers, and finding experts capable to conduct this kind of research. Originality – This research combined topics of sensory marketing, neuromarketing and social marketing. Furthermore, research contributes to clearing the paths for this kind of research approach in future representing a new trend that is here to stay.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA