Neuromarketing in contemporary society

Ivan Uher () and Milena Švedová ()
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Ivan Uher: Pavol Jozef Šafárik University in Košice, Košice, Slovak Republic
Milena Švedová: University of Prešov, Prešov, Slovak Republic

Marketing Science & Inspirations, 2020, vol. 15, issue 4, 38-45

Abstract: Neuromarketing, we can classify as an avant-garde scientific discipline. It defines the boundary between neuroscience and marketing. It works on marketing professionals to re-evaluate their views on consumer thinking and think about their business activities’ impact. The neuromarketing aims to apply knowledge from the medical sciences about the human brain’s activity and its use in the effectiveness of business strategies and other related fields of study. To offer products and services so that the buyer’s behavior is directing towards the purchase. We often think that we know why we act one way or another; these are just illusions that we unknowingly create to explain our actions. Neuromarketing is a scientific discipline that reveals the mystery of the human mind, answering why consumers prefer a given product. Neuromarketing is one step ahead of other research methods. Thanks to the fact that it can analyze the consumer’s wishes, it also provides more accurate results. In our presented review study, we critically evaluate selected scientific papers in the given area to point out the direction, perspective of neuromarketing, and other challenges and attitudes we face in today’s professional environment.

Keywords: neuromarketing; research; human brain; behavior; consumer (search for similar items in EconPapers)
JEL-codes: M31 O35 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:15:y:2020:i:4:p:38-45

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