undergraduate thesis
Neuromarketing

Mateja Jančić (2017)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleNeuromarketing
AuthorMateja Jančić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Neuromarketing je relativno novo područje ekonomije, odnosno marketinga koje spaja neurologiju, ekonomiju i psihologiju, te na taj način proučava ponašanje potrošača. Svrha neuromarketinga je razumjeti što potrošača usmjerava na kupnju određenog proizvoda ili usluge. Kako bi stručnjaci dobili odgovor na to pitanje, potrebno je proučavati podsvijest potrošača. U neuromarketingu se koriste razne tehnike. Najčešća tehnika je fMRI pomoću koje se može vidjeti kako koji dio ljudskog mozga reagira na određene slike, mirise, zvukove i riječi. Znanstvenici su otkrili standardni obrazac prema kojem potrošači reagiraju kada osjete određenu emociju. Kako bi se vidjelo o kojoj emociji je riječ, mjere se brzina disanja, otkucaji srca, pokreti tijela i znojenje. Istraživanja pokazuju da odluku o izboru branda prilikom kupovine donosimo u prosjeku za 2,6 sekundi. Također, više od 50% odluka donosimo podsvjesno. Zanimljivo je i da su se miris i zvuk pokazali kao jači poticaji za kupovinu od vida. Neke tvrtke na Zapadu su išle toliko daleko da su u svojim prodavaonicama puštali umjetne mirise svježe pečenog kruha iz ventilacije kako bi kupci dobili dojam topline svog doma. Naravno, takve metode su na granici etičnosti zato što uključuju obmanu potrošača. Neuromarketinške metode moraju biti u skladu sa etičnim poslovanjem i legalnim dobivanjem rezultata da bi ih se moglo smatrati metodama istraživanja tržišta. Danas većina gospodarskih subjekata koristi neku od neuromarketinških metoda istraživanja, što se vidi i po rastućem broju tvrtki za pružanje neuromarketinških usluga.
Keywordsneuromarketing market research economy psihology subconscious
Parallel title (English)Neuromarketing
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Vladimir Cini (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 levelundergraduate
Study programmeMarketing
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2017-06-16
Parallel abstract (English)
Neuromarketing is a relatively new area of economics or marketing that combines neurology, economics and psychology, and in that way study consumer behavior. The purpose of neuromarketing is to understand what directs the consumer to purchase a particular product or service. To get an answer on this question, it is necessary for experts to study the subconscious of consumers. The neuromarketing use a variety of techniques. The most common technique is fMRI, which shows how some part of the human brain reacts to certain pictures, smells, sounds and words. Scientists have found a standard model in which consumers react when they feel a certain emotion. To recognize the emotion, experts measure breathing rate, heart rate, body movements and sweating. Research shows that a decision of the brand choice when purchasing we bring in an average of 2.6 seconds. Also, more than 50% of decisions are made subconsciously. It is interesting that the smell and sound are proven as stronger incentives for the purchase then eyesight. Some companies on the West went so far to let artificial fragrances fresh baked bread from the vents in their shops to help customers to feel like home. Of course, such methods are being unethical because they involve deception of consumers. Methods of neuromarketing must be consistent with doing business ethically and legally getting the results that they could be considered as methods of market research. Today, most business entities use some of neuromarketing research methods, which can be seen by the growing number of companies that provide services of neuromarketing.
Parallel keywords (Croatian)neuromarketing istraživanje tržišta ekonomija psihologija podsvijest
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:145:998035
CommitterGordana Kradijan