Naslov
New age of marketing - neuromarketing

Autori
Jež, Leonarda ; Mulović Trgovac, Ana ; Rončević, Ante

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Economic and Social Development : 55th International Scientific Conference on Economic and Social Development Development - Book of Proceedings Vol. 1/4 / Ismayilov, Altay ; Aliyev, Khatai ; Benazic, Manuel - : Varazdin Development and Entrepreneurship Agency ; Sveučilište Sjever ; Azerbaijan State University of Economics ; Faculty of Management University of Warsaw ; Mohammed V University in Rabat ; Polytechnic of Medimurje in Cakovec, 2020, 269-276

Skup
55th International Scientific Conference on Economic and Social Development

Mjesto i datum
Baku, Azerbajdžan, 18.06.2020. - 19.06.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
neuromarketing ; reptilian brain ; subliminal advertising ; substitute logo

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

POVEZANOST RADA