Kierunki rozwoju badań konsumenckich w świetle założeń ekonomii behawioralnej
Development directions of consumer research in the light of behavioral economic

Summary/Abstract: The new era of understanding a consumer’s behavior has arrived. Nowadays we look at a consumer taking into account psychical and brain’s processes rather than perceiving his/her behavior in a traditional way. This approach affects the way we treat marketing research: traditional methods appear to be insufficient. To understand a consumer’s mind, first we need to understand all processes pertaining to the brain. This is strictly connected with behavioral economics. In spite of qualitative research all processes connected with neuroscience are currently increasingly getting into business focus. Based on the literature analysis as well as taking into account the growing importance of both behavioral economics and neuromarketing, the goal of this paper is to present directions of marketing research development. This is an attempt to point out a couple of methods how to conduct studies that can discover either motivations or unconscious needs of a consumer.

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