Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat?
The reason of neuromarketing use lies in an attempt to understand consumer behaviour and motivation to make a purchase of certain product. This method is based on the assumption that the purchase decisions is largely influenced by emotions. The paper explains the essence of neuromarketing and select...
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| Format: | Article |
| Language: | English |
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University of Žilina
2017-12-01
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| Series: | Communications |
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| Online Access: | https://komunikacie.uniza.sk/artkey/csl-201704-0015_neuromarketing-an-opportunity-or-a-threat-neuromarketing-an-opportunity-or-a-threat.php |
| _version_ | 1827967201703886848 |
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| author | Margareta Nadanyiova |
| author_facet | Margareta Nadanyiova |
| author_sort | Margareta Nadanyiova |
| collection | DOAJ |
| description | The reason of neuromarketing use lies in an attempt to understand consumer behaviour and motivation to make a purchase of certain product. This method is based on the assumption that the purchase decisions is largely influenced by emotions. The paper explains the essence of neuromarketing and selected neuromarketing technologies, such as Functional magnetic resonance imaging (FMRI), Electroencephalography (EEG) and Eye tracking. In this way, as a literature review, it provides a comparison of the views of several experts on the issue. An important part of the paper is to analyse the perception of neuromarketing by the professional and general public, which points to the advantages and disadvantages of its application. Accordingly, it is possible to summarize the benefits of using the results of neuromarketing research for companies that includes better understanding of customers, their loyalty, in order to strengthen their image and brand value. |
| first_indexed | 2024-04-09T18:01:41Z |
| format | Article |
| id | doaj.art-d353bd986e264a5fa4f91b8ba0c0edd4 |
| institution | Directory Open Access Journal |
| issn | 1335-4205 2585-7878 |
| language | English |
| last_indexed | 2024-04-09T18:01:41Z |
| publishDate | 2017-12-01 |
| publisher | University of Žilina |
| record_format | Article |
| series | Communications |
| spelling | doaj.art-d353bd986e264a5fa4f91b8ba0c0edd42023-04-14T06:31:34ZengUniversity of ŽilinaCommunications1335-42052585-78782017-12-01194909410.26552/com.C.2017.4.90-94csl-201704-0015Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat?Margareta Nadanyiova0Faculty of Operation and Economics of Transport and Communications, University of Zilina, SlovakiaThe reason of neuromarketing use lies in an attempt to understand consumer behaviour and motivation to make a purchase of certain product. This method is based on the assumption that the purchase decisions is largely influenced by emotions. The paper explains the essence of neuromarketing and selected neuromarketing technologies, such as Functional magnetic resonance imaging (FMRI), Electroencephalography (EEG) and Eye tracking. In this way, as a literature review, it provides a comparison of the views of several experts on the issue. An important part of the paper is to analyse the perception of neuromarketing by the professional and general public, which points to the advantages and disadvantages of its application. Accordingly, it is possible to summarize the benefits of using the results of neuromarketing research for companies that includes better understanding of customers, their loyalty, in order to strengthen their image and brand value.https://komunikacie.uniza.sk/artkey/csl-201704-0015_neuromarketing-an-opportunity-or-a-threat-neuromarketing-an-opportunity-or-a-threat.phpneuromarketingneuromarketing technologiesneuromarketing researchconsumer behaviourpurchase decisions |
| spellingShingle | Margareta Nadanyiova Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat? Communications neuromarketing neuromarketing technologies neuromarketing research consumer behaviour purchase decisions |
| title | Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat? |
| title_full | Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat? |
| title_fullStr | Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat? |
| title_full_unstemmed | Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat? |
| title_short | Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat? |
| title_sort | neuromarketing an opportunity or a threat neuromarketing an opportunity or a threat |
| topic | neuromarketing neuromarketing technologies neuromarketing research consumer behaviour purchase decisions |
| url | https://komunikacie.uniza.sk/artkey/csl-201704-0015_neuromarketing-an-opportunity-or-a-threat-neuromarketing-an-opportunity-or-a-threat.php |
| work_keys_str_mv | AT margaretanadanyiova neuromarketinganopportunityorathreatneuromarketinganopportunityorathreat |