Neuromarketing and Customers' Free Will (CROSBI ID 593141)
Prilog sa skupa u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Krajnović, Aleksandra ; Sikirić, Dominik ; Jašić, Dražen
engleski
Neuromarketing and Customers' Free Will
In this paper the possibility of applying neuroscience to marketing and branding is researched and the limit of knowing the human brain in marketing researches is questioned. Furthermore, this paper deals with the influence of sensory elements: colour, design, and also music, scent and taste on customer's perception and on his conscious or sub-conscious purchase decision. It also explores the influence of marketing instruments on the emotions of customers.
Neuromarketing; neuroscience; consumer perception; ethics and marketing
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
nije evidentirano
Podaci o prilogu
1143-1163.
2012.
nije evidentirano
objavljeno
Podaci o matičnoj publikaciji
International management conference
Gomezelj Omerznel, Doris ; Nastav, Bojan ; Sedmak, Suzana
Koper : Budimpešta: University of Primorska, Faculty of Management, Koper ; Corvinus University of Budapest
978-961-266-201-1
1854-4312
Podaci o skupu
MIC 2012 - Management International Conference - Management Transformation with Creativity, 13th International Conference
ostalo
22.11.2012-24.11.2012
Budimpešta, Mađarska