Az ismeretlen ismerős
A neuromarketing iránti attitűdök szentimentelemzése
DOI:
https://doi.org/10.14267/VEZTUD.2021.06.04Kulcsszavak:
neuromarketing, social listening, szentimentelemzésAbsztrakt
A neuromarketing a 2010-es évek második felére elfoglalta az őt megillető helyet mint akadémiai kutatási terület és mint gyakorlati piackutatási tevékenység egyaránt. Világszerte alkalmazzák jobbára termékfejlesztési célokra, illetve a fogyasztói motivációk és döntéshozatali metódusok pontosabb definiálására. Mégis, a szakirodalomból hiányzik a neuromarketing mint jelenség iránti fogyasztói attitűdök feltárása: a kezdeti etikai problémák és szakmai balfogások nagyban hátráltatták reputációjának építését, így jellemzően negatív konnotáció övezi a közvélemény részéről. Vizsgálatuk során a szerzők ezt a hiányt igyekeznek pótolni: a SentiOne social listening szoftver segítségével összegyűjtötték a közösségi médiában 2017-ben és 2018-ban megjelent összes „neuromarketing” említést, majd tartalomelemzés segítségével csoportosították őket. Eredményeikben feltárják a neuromarketinggel kapcsolatos megnyilvánulások általános helyzetét, kategorizálják a nyilvános tartalmakat, ezáltal felvázolnak egy szofisztikáltabb képet a neuromarketing iránti attitűdökről. Megvizsgálva, hogy ezek hogyan viszonyulnak a tudományterület elméleti felvezetésükben részletezett valós helyzetéhez, eredményeik segítségével fényt próbálnak deríteni arra, hogy a tudományos diskurzuson és kutatásokon, valamint a piaci-gyakorlati alkalmazásokon túl milyen általános nevelő feladat hárul a terület művelői számára a terület elfogadásának növelésére.
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