Neuromarketing – nowe możliwości rozwoju współczesnego marketingu
Neuromarketing – new opportunities for the development of modern marketing

Summary/Abstract: The paper attempts to present the essence of neuromarketing and the use of neuroimaging techniques in brain research of consumers making purchasing decisions. The objective of the paper is also introduction of the changes in the way researchers think about the rationality of buying behavior; demonstration that neuromarketing creates new possibilities for the research of unconscious brain areas involved in making purchasing decisions. Consequently, the paper is also an attempt to show the impact of neuroimaging techniques on marketing development.

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