The current position of neuromarketing as a tool of marketing and communication strategy

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F24%3A%230000186" target="_blank" >RIV/02819180:_____/24:#0000186 - isvavai.cz</a>

Výsledek na webu

<a href="https://communicationtoday.sk/the-current-position-of-neuromarketing-as-a-tool-of-marketing-and-communication-strategy/" target="_blank" >https://communicationtoday.sk/the-current-position-of-neuromarketing-as-a-tool-of-marketing-and-communication-strategy/</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.34135/communicationtoday.2024.Vol.15.No.2.10" target="_blank" >10.34135/communicationtoday.2024.Vol.15.No.2.10</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The current position of neuromarketing as a tool of marketing and communication strategy

Popis výsledku v původním jazyce

Neuromarketing is a tool used to investigate real consumer preferences that are not subjectively influenced, e.g. bias towards a certain brand, marketing communication tools, etc. It studies brain functions when deciding to buy a product. The goal is to find and identify the differences between the customer’s conscious assertion and subconscious behaviour. It monitors how the brain reacts to certain stimuli contained in an advertisement, brand, etc. For this, it uses studies that examine the influence of marketing stimuli on consumer reactions. The goal of our study is to provide an objective and comprehensive overview of new scientific findings that point to certain gaps in research methods and thinking about consumer behaviour and decision-making. We focus on the field of neuromarketing in general, on its methods, the concept of intuitive consumer behaviour. The core parts are practical applications of neuromarketing in the field of marketing and marketing communication. The research part describes the course and results of the applied experiment, using two methods of neuromarketing research to influence the senses of the consumer and to find the differences between conscious and unconscious decision-making, and at the same time, how these findings can manifest themselves in the area of marketing and communication strategy. Key findings are clearly summarised in the summary and conclusion.

Název v anglickém jazyce

The current position of neuromarketing as a tool of marketing and communication strategy

Popis výsledku anglicky

Neuromarketing is a tool used to investigate real consumer preferences that are not subjectively influenced, e.g. bias towards a certain brand, marketing communication tools, etc. It studies brain functions when deciding to buy a product. The goal is to find and identify the differences between the customer’s conscious assertion and subconscious behaviour. It monitors how the brain reacts to certain stimuli contained in an advertisement, brand, etc. For this, it uses studies that examine the influence of marketing stimuli on consumer reactions. The goal of our study is to provide an objective and comprehensive overview of new scientific findings that point to certain gaps in research methods and thinking about consumer behaviour and decision-making. We focus on the field of neuromarketing in general, on its methods, the concept of intuitive consumer behaviour. The core parts are practical applications of neuromarketing in the field of marketing and marketing communication. The research part describes the course and results of the applied experiment, using two methods of neuromarketing research to influence the senses of the consumer and to find the differences between conscious and unconscious decision-making, and at the same time, how these findings can manifest themselves in the area of marketing and communication strategy. Key findings are clearly summarised in the summary and conclusion.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50200 - Economics and Business

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Communication Today

ISSN

1338-130X

e-ISSN

2730-051X

Svazek periodika

15

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

22

Strana od-do

164-185

Kód UT WoS článku

001390221400009

EID výsledku v databázi Scopus

2-s2.0-85212630852