prikaz prve stranice dokumenta Neuromarketing
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undergraduate thesis
Neuromarketing
2017. urn:nbn:hr:145:998035
Jančić, Mateja
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Jančić, M. (2017). Neuromarketing (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:145:998035

Jančić, Mateja. "Neuromarketing." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:998035

Jančić, Mateja. "Neuromarketing." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:998035

Jančić, M. (2017). 'Neuromarketing', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 10 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:998035

Jančić M. Neuromarketing [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2025 April 10] Available at: https://urn.nsk.hr/urn:nbn:hr:145:998035

M. Jančić, "Neuromarketing", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:998035

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Metadata
TitleNeuromarketing
Title (english)Neuromarketing
AuthorMateja Jančić
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
Committee memberVladimir Cini (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-06-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neuromarketing je relativno novo područje ekonomije, odnosno marketinga koje spaja neurologiju, ekonomiju i psihologiju, te na taj način proučava ponašanje potrošača. Svrha neuromarketinga je razumjeti što potrošača usmjerava na kupnju određenog proizvoda ili usluge. Kako bi stručnjaci dobili odgovor na to pitanje, potrebno je proučavati podsvijest potrošača. U neuromarketingu se koriste razne tehnike. Najčešća tehnika je fMRI pomoću koje se može vidjeti kako koji dio ljudskog mozga reagira na... More određene slike, mirise, zvukove i riječi. Znanstvenici su otkrili standardni obrazac prema kojem potrošači reagiraju kada osjete određenu emociju. Kako bi se vidjelo o kojoj emociji je riječ, mjere se brzina disanja, otkucaji srca, pokreti tijela i znojenje. Istraživanja pokazuju da odluku o izboru branda prilikom kupovine donosimo u prosjeku za 2,6 sekundi. Također, više od 50% odluka donosimo podsvjesno. Zanimljivo je i da su se miris i zvuk pokazali kao jači poticaji za kupovinu od vida. Neke tvrtke na Zapadu su išle toliko daleko da su u svojim prodavaonicama puštali umjetne mirise svježe pečenog kruha iz ventilacije kako bi kupci dobili dojam topline svog doma. Naravno, takve metode su na granici etičnosti zato što uključuju obmanu potrošača. Neuromarketinške metode moraju biti u skladu sa etičnim poslovanjem i legalnim dobivanjem rezultata da bi ih se moglo smatrati metodama istraživanja tržišta. Danas većina gospodarskih subjekata koristi neku od neuromarketinških metoda istraživanja, što se vidi i po rastućem broju tvrtki za pružanje neuromarketinških usluga. Less
Abstract (english)
Neuromarketing is a relatively new area of economics or marketing that combines neurology, economics and psychology, and in that way study consumer behavior. The purpose of neuromarketing is to understand what directs the consumer to purchase a particular product or service. To get an answer on this question, it is necessary for experts to study the subconscious of consumers. The neuromarketing use a variety of techniques. The most common technique is fMRI, which shows how some part of the... More human brain reacts to certain pictures, smells, sounds and words. Scientists have found a standard model in which consumers react when they feel a certain emotion. To recognize the emotion, experts measure breathing rate, heart rate, body movements and sweating. Research shows that a decision of the brand choice when purchasing we bring in an average of 2.6 seconds. Also, more than 50% of decisions are made subconsciously. It is interesting that the smell and sound are proven as stronger incentives for the purchase then eyesight. Some companies on the West went so far to let artificial fragrances fresh baked bread from the vents in their shops to help customers to feel like home. Of course, such methods are being unethical because they involve deception of consumers. Methods of neuromarketing must be consistent with doing business ethically and legally getting the results that they could be considered as methods of market research. Today, most business entities use some of neuromarketing research methods, which can be seen by the growing number of companies that provide services of neuromarketing. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:998035
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-06-20 12:39:05
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