文章基本信息

标题：NEUROMARKETING AS A NEW MARKET PARADIGM
其他标题：NEUROMARKETING KAO NOVA MARKETINŠKA PARADIGMA
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作者：Dragan Kolev
期刊名称：Časopis za Ekonomiju i Tržišne Komunikacije
印刷版ISSN：2232-8823
电子版ISSN：2232-9633
出版年度：2012
卷号：4
期号：2
页码：252-273
DOI：10.7251/EMC1202252D
语种：English
出版社：Paneuropean University Apeiron
摘要：In this article the author discusses formation,development,signifi cance and techniques of neuromarketing as the youngest market discipline.Th e author’s objective is to present neuromarketing as a contemporary study of consumers’ behavior by using neuroscience.Neuromarketing is a branch of neuroscience in a new fi eld of marketing research.It studies consumers’ cognitive response to marketing stimuli.It is currently an interdisciplinary science that collaborates with other fi elds such as: psychology,neurology,consumer psychology,neuropsychology,medicine,biology,marketing and it also shares its knowledge with those branches.It is a more advanced method of marketing research than the conventional (classic,traditional) techniques and methods (surveys,interviews,stakeholders,focus groups,etc).Neuromarketing represents the application of neuroscience studies and explanation of subconscious disposition of consumers to make decisions they do.Various methods,techniques are used to measure changes in activity in parts of the brain to marketing stimuli and to measure activity of the brain response.Researchers use technologies such as functional magnetic resonance imaging (FMRI) and electroencephalography (EEG).Th erefore,the basic idea of this paper is to highlight the possibilities of applying the methods and techniques of neuromarketing.According to this,researches and experts are able to pinpoint the type of emotion that a certain stimulus has.As a new theoretical concept this branch of study causes controversy and dilemmas.
其他摘要：Autor u ovom članku iznosi osnove nastanka,razvoja,značaja i tehnike istraživanja neuromarketinga kao najmlađe i zanimljive marketinške discipline.Nastoji da predstavi neuromarketing kao savremeni način istraživanja ponašanja potrošača uz primenu neuronauke.Naime,neuromarketing predstavlja granu primenjene neuronauke u marketinške svrhe i savremenu metodu proučavanja moždanih reakcija tokom marketinških poruka ili potrošačkog ponašanja.Kao interdisciplinarna nauka oslanja se na saznanja brojnih nauka: psihologije,neurologije,psihologije potrošača,neuropsihologije,medicine,biologije,marketinga,ali isto tako i saznanja do kojih dolazi deli sa njima.Pokazala se kao naprednija metoda marketinškog istraživanja od konvencionalnih (klasičnih,tradicionalnih) tehnika i metoda (ankete,intervjui,fokus grupe,stejkholderi i sl.).Neuromarketing predstavlja primenu neuronaučnih istraživanja (neuroscience studies) u spoznaji i objašnjenju podsvesnih dispozicija potrošačkog ponašanja.Za tu svrhu koristi različite metode,tehnike i uređaje skeniranja mozga kojima se utvrđuju moždane reakcije potrošača na marketinške stimulanse ili određene proizvode/usluge.Najčešće se koriste funkcionalna magnetna rezonanca (fMRI) i elektroencefalografi ja (EEG).U tom smislu je i osnovni cilj ovog rada: ukazivanje na mogućnosti praktične primene tehnika i metoda kojima se neuromarketing služi.Prateći reakcije određenih delova mozga i poznavajući njihove osnovne psihičke funkcije,istraživači i stručnjaci za marketing su u mogućnosti da odrede vrstu psihičkog procesa (emocije) koja se odigrava usled određenog stimulansa.Kao novi teorijski koncept istraživanja potrošačkog ponašanja izaziva mnoge kontroverze i etičke dileme.
关键词：marketing;market research;neuromarketing;techniques of a brain scan;ethics
其他关键词：marketing;marketing istraživanje;neuromarketing;tehnike skeniranja mozga;etika.