Możliwość zastosowania diagnostyki medycznej w badaniach zachowań konsumentów
Applicability of medical diagnostics in consumer behaviour research

Summary/Abstract: For years, in the field of consumer behaviour study the methods have been sought that in both full and objective manner allow the identification of the processes involved in making market decisions by consumers. In the last decade, particular attention has been paid to the possibility of measuring tools used in medical diagnostics. Human body can in fact be regarded as a source of marketing information. Organisms produce a number of signals that form the basis of analysis. The authors evaluate the methods of medical diagnostics in the investigation of selected aspects of consumer behaviour. The methods already in use, such as electroencephalography or functional magnetic resonance imaging, as well as not used up to now are discussed.

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