2. Interdisciplinary relations of neuromarketing and neuropsychology

J. BerÄÃ­k

2. Interdisciplinary relations of neuromarketing and neuropsychology

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:: 37â50

DOI:: https://doi.org/10.3920/978-90-8686-843-8_2

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The interdisciplinary field of research that analyses the behaviour of people in economic decision-making situations with the methods that monitor the activity of the nervous system has been strengthened since the beginning of the 21^st century. This chapter provides an overview of the most important scientific concepts this relatively young discipline is based on. Each of them represents significant discoveries in brain sciences: neuroscience, psychology, behavioural economics and neuroeconomics, the contribution of which lies primarily in better understanding of how and why consumers act the way they do, what they like, how they choose and why they are buying.

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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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- Life Sciences

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2. Interdisciplinary relations of neuromarketing and neuropsychology

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HorskÃ¡, Neuromarketing in food retailing

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