master's thesis
Neuromarketing

Jurica Pavičić (2017)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleNeuromarketing
AuthorJurica Pavičić
Mentor(s)Mane Medić (thesis advisor)
Abstract
U radu se istražuje geneza, uloga i primjena neuromarketinga, analiziraju i uspoređuju rezultati dosadašnjih istraživanja te ukazuje na utjecaj neuroznanstvenih metoda i tehnika u marketingu na potrošača, ali i na tehnološka, zakonska i etička ograničenja. Cilj je rada istražiti kako neuromarketing pomaže otkriti podsvjesne reakcije potrošača i poboljšati marketinške elemente (oglašavanje, percepcija cijene, razvoj novih proizvoda i robne marke u svijesti potrošača, dizajn i ambalaža, komunikacija i dr.) koji utječu na ponašanje potrošača, donošenje odluka i stjecanje povjerenja te pokazati prednosti i ograničenja primjene tih metoda i tehnika u neuromarketinškim istraživanjima. U radu se primjenjuje metoda teorijske i komparativne analize, metoda dokazivanja, generalizacije i analiza studija slučajeva u svrhu sustavnoga i primjerenoga istraživanja. Primjeri studija utjecaja neuromarketinških istraživanja analitički su opisani u relevantnim informacijskim izvorima. Podaci o neuromarketingu prikupljeni su iz primarnih i sekundarnih izvora, međunarodnih višedisciplinarnih baza podataka (Web of ScienceTM, Scopus, EBSCO), biomedicinske baze podataka PubMed, portala znanstvenih i stručnih časopisa 'Hrčak' Republike Hrvatske, mrežnih stranica Američkoga udruženja za marketing, Društva za neuroznanost, neuromarketinških tvrtki, medicinskih rječnika i enciklopedija. U radu se daje pregled neuromarketinških tvrtki koje se primarno bave primjenom neuroznanosti i biometrijskih metoda kako bi se ocijenio odgovor potrošača na različite podražaje. Dobiveni rezultati pokazali su da metode i tehnike koje se primjenjuju u neuromarketingu omogućuju bolje razumijevanje funkcioniranja ljudskoga mozga te čimbenika koji utječu na ponašanja potrošača i podsvjesni proces donošenja odluka o kupovini.
Keywordsmarketing neuromarketing neuroscience brain nervous system consumer behaviour neuroethics
Parallel title (English)Neuromarketing
Committee MembersMane Medić (committee chairperson)
Dražen Ćućić (committee member)
Anamarija Delić (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2017-03-31
Parallel abstract (English)
The paper researches genesis, role and application of neuromarketing, analyses and compares results of former research and presents the impact of neuroscientific methods and techniques in marketing on a consumer, as well as technological, legal and ethic limitations. Aim of the paper is to explore how neuromarketing helps in discovering subconscious reactions of consumers and to improve marketing elements (advertising, price perception, developing new products and brands in consumers’ awareness, design and packaging, communication, etc.) which have influence on consumers’ behaviour, decision making and gaining trust, as well as to present advantages and limitations in application of these methods and techniques in neuromarketing research. In the paper is applied theoretical and comparative analysis method, method of proving, generalizing and case study analysis with the aim of systematic and apposite research. Examples of studies dealing with influence of neuromarketing research are analytically described in relevant information resources. Information on neuromarketing is collected from primary and secondary resources, international multydisciplinary data bases (Web of ScienceTM, Scopus, EBSCO), biomedical data base PubMed, sites of scientific and professional journal 'Hrčak' of the Republic of Croatia, web pages of the American Marketing Association, Society for Neuroscience, neuromarketing companies, medical dictionaries and encyclopaedias. The paper gives overview of neuromarketing companies which are primarily engaged in application of neuroscience and biometrical methods, in order to evaluate the response of consumers to different stimulants. Given results have shown that methods and techniques which are applied in neuromarketing enable better understanding of human brain functioning as well as factors which influence behaviour of consumers and subconscious process of shopping decision making.
Parallel keywords (Croatian)marketing neuromarketing neuroznanost mozak živčani sustav ponašanje potrošača neuroetika
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:910536
CommitterGordana Kradijan