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master's thesis
Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača
2021. urn:nbn:hr:137:015205
Lovrinović, Maja
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Lovrinović, M. (2021). Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:015205

Lovrinović, Maja. "Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:015205

Lovrinović, Maja. "Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača." Master's thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:015205

Lovrinović, M. (2021). 'Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača', Master's thesis, University of Pula, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:137:015205

Lovrinović M. Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača [Master's thesis]. Pula: University of Pula; 2021 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:137:015205

M. Lovrinović, "Primjena neuromarketinga u svrhu shvaćanja ponašanja potrošača", Master's thesis, University of Pula, Pula, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:137:015205

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Metadata
TitlePrimjena neuromarketinga u svrhu shvaćanja ponašanja potrošača
Title (english)Use of Neuromarketing in Understanding Consumer Behavior
AuthorMaja Lovrinović
MentorErik Ružić (mentor)
Committee memberDragan Benazić (predsjednik povjerenstva)
Committee memberErik Ružić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2021, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neuromarketing relativno je nov pojam, znanost i način istraživanja tržišta. To je napredniji način marketinškog istraživanja u kojem se ne koriste klasične metode poput anketnih upitnika, intervjua, fokus grupa itd. Sve više se koristi zbog napretka tehnologije i zasićenja tradicionalnog načina oglašavanja. Kada se spoje psihologija, neuroznanost i ekonomija dobije se oružje ili alat koje olakšava shvaćanje potrošača te im se plasiraju proizvodi ''po mjeri''. Korištenjem aparata za skeniranje mozga (fMRI, EEG, MEG) omogućuje stručnjacima pristup nesvjesnim reakcijama potrošača. Takve informacije su ujedno i najpouzdanije jer neuromarketing preskače direktne odgovore potrošača. Njega zanimaju odgovori koje daje naša podsvijest. Ove se informacije mogu primijeniti u korist osmišljanja persuazivnih poruka. Ako se na pravi način utječe na ljudska osjetila, odnosno vid, sluh, miris, okus i dodir moguće je doprijeti do reptilskog dijela mozga koji prvi donosi odluke o kupnji.
Abstract (english)
Neuromarketing is a relatively young science and market research method. It is a more advanced method of marketing research than the conventional, classic techniques and methods like surveys, interviews, focus groups, etc. Lately, it has been increasingly used due to the saturation with traditional advertising. The compound of psychology, neuroscience and economics represents the perfect tool or weapon for better understanding consumer needs and to provide them the most suitable product. Using the device like for scanning the brain (fMRI, EEG, MEG) allows to retrieve unconscious, but also the most reliable consumer reaction because neuromarketing skips the response given by the consumer. It is interested in our unconscious. This information can thus be used to construct persuasive message. If our senses, the sense of sight, hearing, smell, taste, or touch are affected in the right way, it is possible to reach the reptilian brain that makes purchasing decisions.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:015205
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-09-27 08:20:56