Neuromarketing attitűdök, módszerek és hatások a stratégiai és operatív döntésekre
DOI:
https://doi.org/10.14267/VEZTUD.2020.03.07Keywords:
neuromarketing, consumer neuroscience, brand research, marketing mix, marketing researchAbstract
The neuromarketing studies of the last fifteen years, despite their theoretical and practical results, are still in the center of a vital and sometimes passionate debate. Some researchers think that processes in brain, like decision making are so unique that it is impossible to identify a general formula to understand and influence them. Others believe that the ethical issues of neuromarketing are so delicate that as a marketing methodology, cannot be used as long as these questions are not properly regulated. Neuromarketing believers think that neuromarketing can offer the best and only way to better understand the needs and motives of consumers. This knowledge can help innovate better products and services, gaining a competitive edge and increase effectiveness. In this paper, the authors are examining, based on an international study, the attitudes of local marketing professionals and marketing academics towards neuromarketing researches. They are also trying to demonstrate through the results of a specific neuromarketing study, how useful a neuromarketing research can be, supporting brands to optimize brand loyalty and brand atittude.
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