THE PERCEPTION OF THE NEUROMARKETING BY THE SLOVAK CUSTOMERS AND ITS INFLUENCE
ON THEIR PURCHASING BEHAVIOUR
THE PERCEPTION OF THE NEUROMARKETING BY THE SLOVAK CUSTOMERS AND ITS INFLUENCE
ON THEIR PURCHASING BEHAVIOUR
Author(s): Margaréta NadányiováSubject(s): Psychology, Communication studies, Neuropsychology, Behaviorism, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Communication means; Customer; Marketing research; Neuromarketing; Neuromarketing technologies; Purchasing behaviour;
Summary/Abstract: The findings of recent years indicate that a significant proportion of customer´s purchase decisions is made on the basis of emotions evoked by a particular communication means. This gives scope for the use of the new tool to better understand consumer´s behaviour – neuromarketing. The paper explains the meaning and principles of neuromarketing, selected neuromarketing technologies, ethics in neuromarketing research. The main objective is through marketing research to identify the perception of the modern phenomenon (neuromarketing) by the Slovak consumers and its influence on their purchasing behaviour. Based on the results of the research, in conclusion are indicated proposals for the application of neuromarketing in the Slovak conditions, oriented mainly to eliminate negative attitudes, fear of neurotesting or unwillingness to participate in neuromarketing research.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/2
- Page Range: 178-189
- Page Count: 12
- Language: English
