THE PERCEPTION OF THE NEUROMARKETING BY THE SLOVAK CUSTOMERS AND ITS INFLUENCE ON THEIR PURCHASING BEHAVIOUR
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The findings of recent years indicate that a significant proportion of customer´s purchase decisions is made on the basis of emotions evoked by a particular communication means. This gives scope for the use of the new tool to better understand consumer´s behaviour – neuromarketing. The paper explains the meaning and principles of neuromarketing, selected neuromarketing technologies, ethics in neuromarketing research. The main objective is through marketing research to identify the perception of the modern phenomenon (neuromarketing) by the Slovak consumers and its influence on their purchasing behaviour. Based on the results of the research, in conclusion are indicated proposals for the application of neuromarketing in the Slovak conditions, oriented mainly to eliminate negative attitudes, fear of neurotesting or unwillingness to participate in neuromarketing research.
Authors and Affiliations
Margaréta Nadányiová
Keywords
Related Articles
- EP ID EP169681
- DOI -
- Views 123
- Downloads 0
MARKETING STRATEGIES AND COMMUNICATION PROBLEMS OF SMALL AND MEDIUMSIZED ESHOPS IN THE SLOVAK MARKET
The trend of e-shops and online selling is on a constant growth in almost all the fields of business. New e-shops with different focus and specialisation have emerged either worldwide or in the Slovak market, which incre...
FACEBOOK IN USE OF POLITICAL PARTIES IN SLOVAKIA – TOOL FOR COMMUNICATION OF PROMOTION: FAR RIGHT VS. OTHERS
Digital media have an important role not only in media strategies of companies, but they are now an irreplaceable tool for all political parties. The right-wing parties in Slovakia compared to the system parties offers a...
THE USE OF DIGITAL MASS MEDIA BY TOP OFFICIALS OF THE SLOVAK REPUBLIC
Social marketing and social media dominate current global media trends. For the last decade they have gone through significant technological development and various innovative processes. Media and marketing experts confi...
EMPLOYER BRANDING OF THE COMPANIES AND ITS IMPACT ON UNIVERSITY STUDENTS – TRENDS RESEARCH IN SLOVAKIA AND CHINA
The aim of the article is to identify and evaluate the benefits of building good employer branding for companies and the strategic trends that are reflected in this field. A factor which significantly changes the customa...
ANALYTICAL VIEW OF THE IMPORTANCE OF MODERN TOOLS OF PROMOTION IN SLOVAKIA
As the number of Internet users grows, the opportunities to reach consumers expand. Online marketing offers many advantages, making it increasingly attractive worldwide as well as in Slovakia. Before the advent of the In...