Użyteczność neuromarketingu w badaniach postaw etnocentrycznych konsumentów żywności
The Utility of Neuromarketing in Surveying the Ethnocentric Attitudes of Consumers

Summary/Abstract: The main objective of this paper is to indicate the possibility of using neuromarketing methods, such as eyetracking, EEG, GSR or myography, to determine the ethnocentric attitudes of the consumers, manifested by the preference of products of native origin. The usage of these methods may enrich the results of traditional surveys based on consumer declarations. As a starting point, the authors present the scales most frequently used in surveys of ethnocentric attitudes of the consumers, their modifications, as well as a new approach to declarative research. The usage of triangulation of traditional and neuromarketing methods could contribute to obtaining more reliable measurements of consumer ethnocentrism. However, the introduction of new research methods, involves certain risks and necessity to meet special requirements for neuromarketing researchers, which should be borne in mind when designing new consumer ethnocentrism surveys.

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