6. Neuromarketing – New Prospects of Consumer Behaviour Research

Polereczki, Zsolt

Neuromarketing opens up a new field of the examination of consumer behaviour for the marketing researchers. The utilization of the results of neuroscience came up at the beginning of the ’90s but it came true at the end of the decade. The term “neuromarketing” appeared in 2002 for the first time, it became widespread and these tools were used in different kinds of market research problems. Nowadays there are research results in decision making, brand preferences, packaging and branding as well. The article aims to look through one of the fields of neuroeconomics, neuromarketing. Neuromarketing means the utilization of the instrumental methods of neuroscience to study market research problems. In basic researches the term “neuromarketing” is usually avoided because it suggests practical utilization. In basic researches the terms neuroeconomics and consumer neuroscience are more frequently used. In a wider sense it means the application of the results of neurology to solve marketing problems.

DOI: 10.20494/TM/2/1/6

The Hungarian Journal of Nutrition Marketing. 2015. 2 (1) 51-57.

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