Politehnika i dizajn, Vol. 6 No. 2, 2018.
Izvorni znanstveni članak
https://doi.org/10.19279/TVZ.PD.2018-6-2-03
THE IMPACT OF NEUROMARCETING TO CONSUMER BEHAVIOR
Dalija Kuvačić
orcid.org/0000-0002-6689-580X
; Tehničko veleučilište u Zagrebu, Hrvatska
Ivana Zohar
; Neuropsihijatrijska bolnica Dr. Ivan Barbot, Popovača, Hrvatska, studentica
Ana Pavelić-Tremac
; Neuropsihijatrijska bolnica Dr. Ivan Barbot, Popovača, Hrvatska
Sažetak
In modern business, more and more businesses
are deciding on neuromarketing that can greatly
assist them in market research, the desire and the
needs of their consumers.
Neuromarketing is defined as a compound
of neuroscience and marketing. By using
neuroimaging or image brain imaging, researchers
can find out whether advertising messages and
campaigns for a company are effective and how
much. Although still a small area of science,
neuromarketing has attracted many scientists,
researchers, businesses and consumers alike. This
paper presents the results of a survey of a sample
of 166 respondents, conducted in the period
from 24 June 2016 to 28 July 2016, in which
the attitudes of respondents, ie consumers about
the application neuromarketing methods for the
purpose of consumer research, their relevance to
marketing, and the activity of neuromarketing
on consumer behavior. Based on the survey
conducted, it was confirmed that the level of
education of respondents has a significant impact
on their knowledge of subliminal advertising. A
higher level of education among respondents has
a greater influence on knowledge of subliminal
advertising, and has no influence on their
knowledge of neuromarketing.
Ključne riječi
Marketing; Neuromarketing; Neuroscience; Consumer Behavior
Hrčak ID:
209220
URI
Datum izdavanja:
13.6.2018.
Posjeta: 3.912 *