Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives

Maja Vujičić (), Bruno Grbac () and Vladimir Mozetič ()
Additional contact information
Maja Vujičić: University of Rijeka, Faculty of Economics and Business
Bruno Grbac: University of Rijeka
Vladimir Mozetič: University of Rijeka, Faculty of Medicine

Tržište/Market, 2021, vol. 33, issue 2, 185-203

Abstract: Purpose – The purpose of this research is to determine the way functional magnetic resonance imaging (fMRI), as a research tool in neuromarketing, is used and to analyze important elements of conducting such research, as well as defining all relevant terms regarding neuromarketing and consumer neuroscience. Design/Methodology/Approach – The research study focused on conducting an fMRI experiment, using the observation method, survey, and interview methods. Findings and implications – By analyzing all steps in the fMRI experiment procedure and determining how to conduct fMRI research, obstacles in this kind of research were identified to establish what needs to be overcome for proceeding with further studies. Limitations – Numerous limitations included lack of adequate equipment and software, huge administrative barriers, and finding experts capable of conducting this kind of research. Originality – This research study combined the topics of sensory marketing, neuromarketing, and social marketing. Furthermore, it contributes to clearing the path for this kind of research approach in the future, representing a new trend that is here to stay.

Keywords: neuromarketing; consumer neuroscience; fMRI; social marketing; sensory marketing (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.22598/mt/2021.33.2.185 (application/pdf)
None

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zag:market:v:33:y:2021:i:2:p:185-203

Ordering information: This journal article can be ordered from
Tržište/Market, Faculty of Economics and Business, Trg J. F. Kennedy 6, 10000 Zagreb, Croatia.
http://www.efzg.unizg.hr/trziste

Access Statistics for this article

Tržište/Market is currently edited by Đurđana Ozretić Došen

More articles in Tržište/Market from Faculty of Economics and Business, University of Zagreb Contact information at EDIRC.
Bibliographic data for series maintained by Tanja Komarac ( this e-mail address is bad, please contact ).