The Application of Behavioral Economics and Neuromarketing in Language School Advertising

Tanja Vasle and Igor Riznar

A chapter in From Research to Entrepreneur Practice, 2015, pp 51-74 from University of Primorska, Faculty of Management Koper

Abstract: Economists and experts from related fields are working formany years to improve the classical economic theory in a manner that will allow better forecasting of consumer decisions and behavior. Master’s thesis deals with the field of behavioral economics, neuroeconomics and neuromarketing.The purpose of these fields is to combine classical approaches of economics and psychological foundations which are extremely important in considering consumers’ decisions.The theoretical part of the master’s thesis deals with behavioral economics, neuroeconomics and neuromarketing, their history and development, and the principles, rules and approaches integrating these theories into practice. The empirical part consists of analysis of selected advertisements of language schools in Slovenia, the purpose of which is to determine how the language school can include newer theories in their business, and how can these theories be used to improve the analyzed ads so that they become more attractive to consumers.

Keywords: language school; behavioral economics; neuroeconomics; neuromarketing (search for similar items in EconPapers)
Date: 2015
ISBN: 978-961-266-189-2
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.fm-kp.si/zalozba/ISBN/978-961-266-189-2/51-74.pdf full text in Slovene (application/pdf)

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:mgt:irpp15:51-74

Access Statistics for this chapter

More chapters in From Research to Entrepreneur Practice from University of Primorska, Faculty of Management Koper Contact information at EDIRC.
Bibliographic data for series maintained by Alen Jezovnik ().