Az ismeretlen ismerős

A neuromarketing iránti attitűdök szentimentelemzése




neuromarketing, social listening, sentiment analysis


By the middle of the 2010s, neuromarketing had become a full-fledged academic discipline as well as a relevant practical market research activity. It is now used worldwide for primarily product development purposes and to gain deeper insight into consumer motivation and decision-making methods. Still, there is a gap in the literature regarding consumer attitudes towards neuromarketing as a phenomenon; ethical issues and professional errors in the initial phases of its existence as a field of study have greatly hindered the development of its reputation, which explains the public’s generally negative stance towards the area. The present study is aimed at filling the aforementioned gap: using the SentiOne social listening software, the authors gathered all mentions of the term “neuromarketing” within the Hungarian-language social media space published during the years 2017–2018 and conducted a content analysis. Their results reveal a general state of mind about the area of neuromarketing. Publicly available online manifestations in the topic are categorized thereby outlining a more sophisticated picture of consumer attitudes towards neuromarketing. By examining how these relate to the actual state of the field as detailed in their theoretical review, their results attempt to shed light on the additional educational tasks of practitioners beyond scientific discourse and practical applications to increase the field’s general acceptance.


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Author Biographies

Ákos Varga, Corvinus University of Budapest

Associate Professor

Tamás Csordás, Corvinus University of Budapest

Assistant Professor


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How to Cite

Varga, Ákos, & Csordás, T. (2021). Az ismeretlen ismerős: A neuromarketing iránti attitűdök szentimentelemzése. Vezetéstudomány / Budapest Management Review, 52(6), 44–55.