1. Essential terminology of neuromarketing

J. BerÄÃ­k

1. Essential terminology of neuromarketing

In: HorskÃ¡, Neuromarketing in food retailing

Author:

J. BerÄÃk

J. BerÄÃk Slovak University of Agriculture in Nitra, Faculty of Economics and Management, Department of Marketing and Trade, Tr. A. Hlinku 2, 949 76 Nitra, Slovak Republic.

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Type:: Chapter

Pages:: 13â36

DOI:: https://doi.org/10.3920/978-90-8686-843-8_1

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Neuromarketing is a relatively young discipline that combines knowledge of neuroscience, psychology, economics, and also information technology into one functional unit. The main objective of this newly developing discipline is to understand how the human brain reacts and responds to specific marketing incentives. Neuromarketing research includes the use of a variety of sophisticated techniques for measuring biometric and brain signals when examining consumer behaviour and creating marketing strategies in order to see whether marketing tools are working properly, thus minimizing the potential risk of failure in the target market. The novelty of neuromarketing tends to cause opposing views among people which are largely related to the number of available and relevant information. On the one hand it presents a wave of uncritical enthusiasm from progress, new technologies, and knowledge, on the other hand many prejudices, concerns, and criticism. It can be assumed that criticism and concerns will subside over time and this young discipline will become socially accepted, frequent and strongly trended which will bring many interesting findings in the field of consumer behaviour and marketing management in the future.

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HorskÃ¡, Neuromarketing in food retailing

E-Book ISBN:: 9789086868438

Publisher:: Wageningen Academic

Print Publication Date:: 31 May 2017

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1. Essential terminology of neuromarketing

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HorskÃ¡, Neuromarketing in food retailing

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