master's thesis
Neuromarketing

Dražen Pavić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleNeuromarketing
AuthorDražen Pavić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Ovaj rad ima težnju pružiti pregled povezanosti napretka medicinske tehnologije i novih, modernih marketinških aktivnosti. Napretkom medicinske tehnologije, omogućeno nam je zaviriti u rad ljudskog mozga te nam je olakšano razumijevanje ljudskog ponašanja. Neuromarketing predstavlja određenu simbiozu neurologije, neurokemije, genetike ponašanja, psihologije, neuropsihologije i drugih znanosti koje su istraživanjem mozga došle do novih spoznaja glede ponašanja kupaca i donošenje odluka o kupovini. Ljudski mozak, odgovoran je za sve svjesne i nesvjesne radnje koje činimo, no samo su rijetki svjesni da je odluka o kupovini zapravo nesvjesna te da na nju ne možemo svjesno utjecati. Mnogi znanstvenici i ekonomisti dugo su smatrali da je čovjek racionalno biće te da sve svoje radnje poduzima isključivo iz svoje koristi. Novije studije pokazuju da ljudski mozak zapravo funkcionira na temelju osjećaja i sjećanja. Pa tako i sam čin kupovine. U ljudskom mozgu su pohranjena sva sjećanja i emocije vezane uz pojedine proizvode te mozak analizirajući ih i prisjećajući ih se donosi odluku o kupovini. Cijeli taj proces se odvija podsvjesno. Pri usporedbi neuromarketinga s metodama istraživanja klasičnog marketinga dolazi na vidjelo njegova prednost, te će neuromarketing u budućnosti vrlo vjerojatno postati odgovarajuća zamjena za iste. Ipak danas još uvijek ne možemo u to biti sigurni jer postoji niz etičkih pitanja u vezi primjene neuromarketiških istraživanja. Jedno je pak sigurno, a to je da je danas neuromarketing odličan za testiranje postojećih znanja u klasičnom marketingu, te dobar temelj za njihovu nadogradnju i usavršavanje.
Keywordsmarketing neuromarketing research brain subconscious
Committee MembersMane Medić (committee chairperson)
Dražen Ćućić (committee member)
Blaženka Hadrović Zekić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-28
Parallel abstract (English)
This work tends to provide a link between the progress in medical technology and new, modern marketing activities. Thnks to advances in medical technology, we are able to peek into human brain and we are facilitate the understanding of human behavior. Neuromarketing represents symbiosis of neurology, neurochemistry, genetics, behavior, psychology, neuropsychology and other sciences that study the brain have come to new insights regarding consumer behavior and making decision of purchase. The human brain, is responsible for all the conscious and unconscious actions that we do, but only a few of us are aware that the decision to purchase is actually unconscious and that we are not able to control it. Many of scientists and economists have long believed that man is a rational being, and that all his actions are undertaken solely on his behalf. Recent studies have shown that the human brain actually works on the basis of emotions and memories. So the act of buying. In the human brain are stored all the memories and emotions associated with certain products and the brain by analyzing them and recalling them to make a decision on the purchase. This entire process takes place subconsciously. When we compared neuromarketing research with methods of classical marketing come out his advantage, and to assume is that neuromarketing in the future is likely to become an adequate replacement for the conventional marketing s. Althhough today we still can not be sure in that claim because there are a lot number of ethical questions concerning the application of neuromarketings research. One thing is for sure, and that is that today neuromarketing is excellent for testing of existing knowledge in classical marketing, and a good foundation for development and specalization of classical marketing.
Parallel keywords (Croatian)marketing neuromarketing istraživanje mozak podsvijest
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:051592
CommitterGordana Kradijan