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undergraduate thesis
Uloga neuromarketinga u istraživanju tržišta
Završni rad
2023. urn:nbn:hr:145:609527
Majstrović, Mateja
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Majstrović, M. (2023). Uloga neuromarketinga u istraživanju tržišta : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:609527

Majstrović, Mateja. "Uloga neuromarketinga u istraživanju tržišta : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:609527

Majstrović, Mateja. "Uloga neuromarketinga u istraživanju tržišta : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:609527

Majstrović, M. (2023). 'Uloga neuromarketinga u istraživanju tržišta : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:609527

Majstrović M. Uloga neuromarketinga u istraživanju tržišta : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:609527

M. Majstrović, "Uloga neuromarketinga u istraživanju tržišta : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:609527

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Metadata
TitleUloga neuromarketinga u istraživanju tržišta : Završni rad
Title (english)Role of neuromarketing in market research : Final paper
AuthorMateja Majstrović
MentorAna Pap Vorkapić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2023-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Istraživanje tržišta predstavlja važan čimbenik u procesu poslovanja koji pomaže gospodarskom subjektu u donošenju važnih poslovnih odluka. Tematika ovog rada je upravo jedan od najnovijih načina istraživanja tržišta - neuromarketing. Prva pojavljivanja neuromarketinga zabilježena su 2002. godine kada je profesor Ale Smidtsa objavio članak po nazivom „Pogled u mozak“. Godinama kasnije, Martin Lindstrom objavljuje svoju knjigu pod nazivom Kupologija koja je imala izniman doprinos razvitku i popularizaciji neuromarketinga. U svijetu „zatrpanom“ oglasima pojedini oglas nema garanciju da će biti zapažen ili zapamćen u mnoštvu drugih. Ljudski mozak podsvjesno pohranjuje emocije i sjećanja vezane za marke proizvoda i prema njima donosi odluku o kupnji. Godinama su brojna istraživanja pokušavala dosegnuti načine na koji kupci donose svoje odluke o kupovini proizvoda i usluga. Ponekad više, ponekad manje uspješno. Ono što neuromarketing osigurava za razliku od klasičnih istraživanja jest put do svijesti potrošača. Drugim riječima, dolazi se do onog što potrošač zapravo misli i osjeća. To omogućavaju neuromarketinška istraživanja. Postoje različite tehnike istraživanja od kojih je najkorištenija metoda biološke naravi funkcionalna magentska rezonanca (fMRI) koja daje uvid u dijelove mozga koji se aktiviraju točno određenim impulsom u točno određenom trenutku.
Abstract (english)
The dimensions of market research are seen as an important factor in the process, which greatly helps the business entity in making important business decisions. The topic of this paper is exactly one of the newest methods in market research, neuromarketing. The first appearances of neuromarketing were recorded in 2002, when professor Ale Smidts published an article entitled „A Look at the Brain“. Years later, Martin Lindstrom published his book entitled Cupology, which made an exceptional contribution to the development and popularization of neuromarketing. The human brain subconsciously stores emotions and memories related to product brands and makes a purchase decision based on them. For years, numerous studies have tried to reach the ways in which customers make their decisions about purchasing products and services, sometimes more, sometimes less successfully. What neuromarketing provides, unlike classical research, is a path to consumer awareness. In other words, it comes down to what the consumer actually thinks and feels. This is made possible by neuromarketing research. There are various research techniques, of which the most widely used method of a biological nature is functional magnetic resonance imaging (fMRI), which provides insight into the parts of the brain that are activated by a specific impulse at a specific moment.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:609527
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2023-12-05 11:12:41