Neurobadania w teorii i praktyce. Wybrane aspekty
Neuromarketing research in theory and practice. Selected aspects

Summary/Abstract: The aim of this article was to explain the basic methods of neuromarketing research and to indicate selected examples of their application. At first, under current environmental factors which induce to apply neuromarketing research for the sake of effective marketing activities, the definition of them and the systematics were described in this article. Then, the methods such as: eyetracking, electromyography, voice analysis, reaction time, functional magnetic resonance imaging, electroencephalography and galvanic skin response were characterized as well as the examples of their use presented. Neuromarketing research enables to reach the human subconsieusness and also it is very helpful in the process of optimization of varied marketing tools (advertising, packaging, the web interface, etc.). The author’s intention was to show the usefulness of the discussed methods, to describe examples of their application and to recognize the neuromarketing brand in Poland.

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