APPLICATION OF COGNITIVE NEUROSCIENCE TECHNIQUES IN MARKETING MANAGEMENT

Article Sidebar


pdf (Język Polski)

Published:
Jun 17, 2015
Issue
No. 13(62) (2015)
Section
Articles
CitedBy/Share
Crossref
Scopus
Google Scholar
Europe PMC

Main Article Content

Barbara Wąsikowska
Wydział Nauk Ekonomicznych i Zarządzania, Uniwersytet Szczeciński

DOI: https://doi.org/10.22630/PEFIM.2015.13.62.12
Keywords : marketing management, cognitive neuroscience, cognitive neuroscience techniques, consumer behaviour
Abstract
The most important components of the marketing management process are well conceived and creative strategies and plans which appoint directions of marketing actions. However, marketing specialists need good analyses to be able to appraise the current activity and plan future operations. In order to take optimal tactical and strategic decisions they must have upto- date and real information about customers, competitors and their brands. In recent years, an alternative to the traditional consumer research became techniques coming from neuroscience. In the following article there are presented three cognitive neuroscience techniques that are most often applied in economic science, i.e. functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and eye tracking. There are also given examples of applications of these techniques in consumer behaviour research.

Article Details

How to Cite
Wąsikowska, B. (2015). APPLICATION OF COGNITIVE NEUROSCIENCE TECHNIQUES IN MARKETING MANAGEMENT. The Scientific Journal European Policies, Finance and Marketing, (13(62), 145–156. https://doi.org/10.22630/PEFIM.2015.13.62.12
References

Jaśkowski P.: Neuronauka poznawcza. Jak mózg tworzy umysł, Vizja Press&IT, Warszawa 2009 r.

Kotler P., Keller K.L.: Marketing, Dom Wydawniczy REBIS Sp. z o. o, Poznań 2013 r.

Lindstrom M.: Zakupologia. Prawda i kłamstwa o tym dlaczego kupujemy, Wydawnictwo Znak, Kraków 2009 r.

McClure S.M., Li J., Tomlin D., Cypert K.S., Montague L.M., Montague P.R: Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44, 2004 r. (Crossref)

Mruk H., Sznajder M.: Neuromarketing. Interdyscyplinarne spojrzenie na klienta, Wydawnictwo Uniwersytetu Przyrodniczego w Poznaniu, Poznań 2008 r.

Nielsen J., Pernice K.: Eyetracking Web Usability, New Riders Press, 2010 r.

Ogawa S., Lee T.M., Kay A.R., Tank D.W.: Brain magnetic resonance imaging with contrast dependent on blood oxygenation. Proceedings of the Academy of Sciences nr 87, 1990 r. (Crossref)

Ohme R.: Neuromarketing jako owoc mariażu nauki z biznesem. Marketing i Rynek, nr 2, 2008 r.

Ohme R., Szczurko T., Oscieski K.: How to design, conduct and analyze EEG, EMG and GSR. TV ad pre-test. Journal of Interactive Advertising, vol. 11, nr 2, Springer 2011 r. (Crossref)

Pradeep A. K.: Mózg na zakupach. Neuromarketing w sprzedaży, Wydawnictwo Helion, Gliwice 2011 r.

Rosa G.: Zarządzanie marketingowe, Wydawnictwo C.H. Beck, Warszawa 2012 r.

Szymusiak H.: Neurobiologiczne techniki stosowane w biznesie, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, Poznań 2012 r.

Wedel M., Pieters R.: Eye Tracking for Visual Marketing, Foundations and Trends® in Marketing, vol. I, no 4, 2006 r. (Crossref)

Weinschenk S.: Kliknij tu! Wykorzystaj neuromarketing w projektowaniu stron WWW. Siła skutecznego kliknięcia, Wydawnictwo Helion, Gliwice, 2011 r.

Wierzchoń M. Orzechowski J.: Nowe trendy w reklamie. Między nauką i praktyką, Wydawnictwo SWPS, Warszawa 2010 r.

Zaltman G.: Jak myślą klienci. Podróż w głąb umysłu rynku, Dom Wydawniczy REBIS Sp. z o. o., wydanie II, Poznań 2008 r.

Zurawicki L.: Neuromarketing. Exploring the brain of the Consumer, Springer, Berlin 2010 r. (Crossref)

Statistics

Downloads

Download data is not yet available.
Recommend Articles
Licence
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.