prikaz prve stranice dokumenta Multimedija u neuromarketingu
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master's thesis
Multimedija u neuromarketingu
2018. urn:nbn:hr:145:594049
Greger, Boris
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Greger, B. (2018). Multimedija u neuromarketingu (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:594049

Greger, Boris. "Multimedija u neuromarketingu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:594049

Greger, Boris. "Multimedija u neuromarketingu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:594049

Greger, B. (2018). 'Multimedija u neuromarketingu', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:594049

Greger B. Multimedija u neuromarketingu [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2025 March 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:594049

B. Greger, "Multimedija u neuromarketingu", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:594049

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Metadata
TitleMultimedija u neuromarketingu
Title (english)Multimedia in neuromarketing
AuthorBoris Greger
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberBranko Matić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-06-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tehnologija je u konstantnom razvoju. Čovječanstvo iz dana u dan nastoji biti sve bolje, aktivnije, ukratko – savršenije. Razvojem multimedije došlo je do integracije više medija u jedan uređaj. Uređaji su postali sastavni dio ljudskog života, i danas se teško može zamisliti život bez „pomoći“ od strane smartphone-a, pametnog TV-a, ili neke druge interaktivne platforme s kojom si ljudi pomažu iz dana u dan. Marketing i marketinški stručnjaci nastoje privući pažnju potrošaču kako bi zamijetio... More baš njihov proizvod ili uslugu. Koriste se raznim alatima, među njima je i alat na razini ponašanja, odnosno pribjegavaju psihološkom aspektu kako bi privukli potrošača na što bolji i efikasniji način sa što boljim povratom investicije. Neuromarketing je „alat“ koji se može koristiti u svrhu boljeg razumijevanja što se potrošaču sviđa, a što ne. Što mu je privlačno, a što nije. Postoje razne predrasude i bojazni u vezi neuromarketinga, jer se koristi medicinskim uređajima kako bi upravo došao do takvih saznanja o potrošaču. Etički gledano, neuromarketing hoda po tankoj granici, možda bolje rečeno, ta je granica nevidljiva. Marketinški stručnjaci koriste svakodnevno neku vrstu psihološkog djelovanja na potrošače kako bi „obmanuli“ potrošača k kupnji. Koje multimedije, i na koji način su marketing i multimedija, te konačno multimedija i neuromarketing povezani, može se vidjeti u ovom radu, gdje je objašnjeno kako se kroz neuromarketing nastoji privući potrošača, te koliko je to etički ispravno i jesu li potrošači toga svjesni. Jer ipak, neuromarketing djeluje na nesvjestan dio ljudskog užurbanog života. Less
Abstract (english)
Technology is in a constant development. Global population from day to day is trying to be better, more active, in short – strive for perfection. With the development of multimedia today media is integrated into one device. Devices have become an integral part of human life and today it's hard to imagine life without "help" from smartphones, smart TVs, or some other interactive platforms that are helping people day by day. Marketing and marketing specialists are trying to attract the... More attention of consumers to alert them to their product or service. They use various tools, including behavioral tools, or resort to psychological aspects in order to attract consumers in a better and more effective way with the best return of investment. Neuromarketing is a "tool" that can be used to better understand what consumers like and what do not. What is attractive and what is not. There are various prejudices and concerns about neuromarketing because medical devices are used to reach such consumer knowledge. Ethically, neuromarketing runs on thin boundaries, perhaps better to say, that border is invisible. Marketers daily use some sort of psychological action on consumers to "discard" consumers to buy. It can be seen in this paper where it is explained how consumers want to attract neuromarketing, how much is this ethically correct and whether consumers are aware of it. Because, however, neuromarketing acts on an unconscious part of human busy life. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:594049
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-07-11 08:37:20
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