Naslov
Neuromarketing and Customers' Free Will

Autori
Krajnović, Aleksandra ; Sikirić, Dominik ; Jašić, Dražen

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
MIC 2012 - Management International Conference - Management Transformation with Creativity, 13th International Conference / Gomezelj Omerznel, Doris ; Nastav, Bojan ; Sedmak, Suzana - Koper : Budimpešta : University of Primorska, Faculty of Management, Koper ; Corvinus University of Budapest, 2012, 1143-1163

ISBN
978-961-266-201-1

Skup
MIC 2012 - Management International Conference - Management Transformation with Creativity, 13th International Conference

Mjesto i datum
Budimpešta, Mađarska, 22.11.2012. - 24.11.2012

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Neuromarketing; neuroscience; consumer perception; ethics and marketing

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Psihologija

POVEZANOST RADA