The effect of sensory marketing from the perspective of neuromarketing

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F20%3A%230000652" target="_blank" >RIV/04274644:_____/20:#0000652 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.grantjournal.com/issue/0901/PDF/0901tichy.pdf" target="_blank" >https://www.grantjournal.com/issue/0901/PDF/0901tichy.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

čeština

Název v původním jazyce

The effect of sensory marketing from the perspective of neuromarketing

Popis výsledku v původním jazyce

The aim of the survey was to find out by which sensory organ the most emotional reactions are evoked within the subjective evaluation of the product. The set goal was fulfilled by neuromarketing research with the help of several biomedical methods. This involved monitoring of brain activity using EEG, by which not only the emotional response was determined, but also the degree of attention that the respondent paid to the tested product. In addition to the EEG method, the respondents were monitored for skin surface temperature, cardiac activity – blood volume pulse (BVP) and galvanic skin resistance (GSR). The research also included a questionnaire survey, where respondents assessed using a numerical scale to what extent the tested product emotionally appealed to them. The neuromarketing data showed that the emotional reactions to the tested product were manifested by the visual and olfactory effects of the product. However, in the subsequent questionnaire evaluation after the end of data collection, the respondents perceived the tested product most emotionally through sight, smell and touch.

Název v anglickém jazyce

The effect of sensory marketing from the perspective of neuromarketing

Popis výsledku anglicky

The aim of the survey was to find out by which sensory organ the most emotional reactions are evoked within the subjective evaluation of the product. The set goal was fulfilled by neuromarketing research with the help of several biomedical methods. This involved monitoring of brain activity using EEG, by which not only the emotional response was determined, but also the degree of attention that the respondent paid to the tested product. In addition to the EEG method, the respondents were monitored for skin surface temperature, cardiac activity – blood volume pulse (BVP) and galvanic skin resistance (GSR). The research also included a questionnaire survey, where respondents assessed using a numerical scale to what extent the tested product emotionally appealed to them. The neuromarketing data showed that the emotional reactions to the tested product were manifested by the visual and olfactory effects of the product. However, in the subsequent questionnaire evaluation after the end of data collection, the respondents perceived the tested product most emotionally through sight, smell and touch.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50101 - Psychology (including human - machine relations)

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

GRANT Journal

ISSN

1805-062X

e-ISSN

1805-0638

Svazek periodika

9

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

4

Strana od-do

77-80

Kód UT WoS článku

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EID výsledku v databázi Scopus

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