Bihevioralna ekonomija, neuroekonomija, neuromarketing

Abstract

Behavioral economics, neuroeconomics, and neuromarketing are relatively new interdisciplinary fields that combine neuroscience, economics and psychology. Their area of study is marked by the factors that model and affect human consumer behavior, such as common patterns, reasoning and heuristics in decision-making. In the field of neuromarketing various techniques are used, such as brain imaging (fMRI, PET, MEG, EEG) and physiological measures (heart rate, breathing rate and galvanic skin response), which suggest the way people experience certain stimuli. This information can thus be used to construct persuasive message with the aim of maximizing the frequency of making decisions about buying products in the population. The strategies used are often invasive, trying to manipulate the preferences and decisions that are unconscious and based on emotions, and are used on the basis of corporate and big business interests at the expense of consumers.