Abstract
The presented paper deals with a comprehensive interpretation of the term neuromarketing, as a discipline that applies neuroscientific methods to analyze and to understand human behavior in relation to markets and market exchanges. Due to the topic, this paper presents mainly secondary data, next the questionnaire is used. We state that neuromarketing is a discipline that applies neuroscientific methods to analyze and to understand human behavior in relation to the markets and market exchanges. Each of the neuromarketing techniques measures different data and suits different purposes, with a combination of the most reliable results. The interest in the theoretical research of neuromarketing focuses on the consumer decision-making process. One of the main benefits of neuromarketing is the potential to measure accurate, objective data that can be used to make informed decisions in management practice. However, it is currently only a complement to other areas of marketing and will be beneficial if it is used to obtain otherwise inaccessible data. We are convinced that the existence of the Neuromarketing Center in the ITI of the Olomouc agglomeration will be a significant contribution to the development of the neuromarketing theory. Doi: 10.28991/esj-2021-01256 Full Text: PDF
Highlights
The human brain has fascinated professionals and the public since time immemorial
Neuromarketing is primarily intended for the use in the commercial sphere to streamline the targeting of the final product and to streamline its marketing communication, we state that its methods and techniques can be used in the educational process as well
Neuromarketing combines the strictly professional discipline of the neuroscience with the marketing, which goals and means are often questioned with the reference to its impact on individuals and society
Summary
The human brain has fascinated professionals and the public since time immemorial. Despite long-standing interest, science has found more about its functioning in just the last few years than in its entire previous history, as stated in OConnell et al (2011) [1]. This created neuromarketing, a relatively young discipline that applies neuroscience methods to analyze and understand human behavior related to the market and to market exchanges [3]
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