Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača

Lovrinović, Maja

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master's thesis

Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača

Pula: University of Pula, 2021. urn:nbn:hr:137:015205

Lovrinović, Maja

University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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APA 6th Edition

Lovrinović, M. (2021). Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:015205

MLA 8th Edition

Lovrinović, Maja. "Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:015205

Chicago 17th Edition

Lovrinović, Maja. "Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:015205

Harvard

Lovrinović, M. (2021). 'Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača', Master's thesis, University of Pula, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:137:015205

Vancouver

Lovrinović M. Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača [Master's thesis]. Pula: University of Pula; 2021 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:137:015205

IEEE

M. Lovrinović, "Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača", Master's thesis, University of Pula, Pula, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:137:015205

Cite this item: https://urn.nsk.hr/urn:nbn:hr:137:015205

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Title	Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača
Title (english)	Use of Neuromarketing in Understanding Consumer Behavior
Author	Maja Lovrinović
Mentor	Erik Ružić (mentor)
Committee member	Dragan Benazić (predsjednik povjerenstva)
Committee member	Erik Ružić (član povjerenstva)
Committee member	Danijela Križman Pavlović (član povjerenstva)
Granter	University of Pula (Faculty of economics and tourism "Dr. Mijo Mirković") Pula
Defense date and country	2021, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	Neuromarketing relativno je nov pojam, znanost i način istraživanja tržišta. To je napredniji način marketinškog istraživanja u kojem se ne koriste klasične metode poput anketnih upitnika, intervjua, fokus grupa itd. Sve više se koristi zbog napretka tehnologije i zasićenja tradicionalnog načina oglašavanja. Kada se spoje psihologija, neuroznanost i ekonomija dobije se oružje ili alat koje olakšava shvaćanje potrošača te im se plasiraju proizvodi ''po mjeri''. Korištenjem aparata za skeniranje mozga (fMRI, EEG, MEG) omogućuje stručnjacima pristup nesvjesnim reakcijama potrošača. Takve informacije su ujedno i najpouzdanije jer neuromarketing preskače direktne odgovore potrošača. Njega zanimaju odgovori koje daje naša podsvijest. Ove se informacije mogu primijeniti u korist osmišljanja persuazivnih poruka. Ako se na pravi način utječe na ljudska osjetila, odnosno vid, sluh, miris, okus i dodir moguće je doprijeti do reptilskog dijela mozga koji prvi donosi odluke o kupnji.
Abstract (english)	Neuromarketing is a relatively young science and market research method. It is a more advanced method of marketing research than the conventional, classic techniques and methods like surveys, interviews, focus groups, etc. Lately, it has been increasingly used due to the saturation with traditional advertising. The compound of psychology, neuroscience and economics represents the perfect tool or weapon for better understanding consumer needs and to provide them the most suitable product. Using the device like for scanning the brain (fMRI, EEG, MEG) allows to retrieve unconscious, but also the most reliable consumer reaction because neuromarketing skips the response given by the consumer. It is interested in our unconscious. This information can thus be used to construct persuasive message. If our senses, the sense of sight, hearing, smell, taste, or touch are affected in the right way, it is possible to reach the reptilian brain that makes purchasing decisions.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:137:015205
Study programme	Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management Course: Marketing Management Study programme type: university Study level: graduate Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Digital Repository Juraj Dobrila University of Pula
Created on	2021-09-27 08:20:56