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Neuromarketing in contemporary society

Author

Listed:
  • Ivan Uher

    (Pavol Jozef Šafárik University in Košice, Košice, Slovak Republic)

  • Milena Švedová

    (University of Prešov, Prešov, Slovak Republic)

Abstract

Neuromarketing, we can classify as an avant-garde scientific discipline. It defines the boundary between neuroscience and marketing. It works on marketing professionals to re-evaluate their views on consumer thinking and think about their business activities’ impact. The neuromarketing aims to apply knowledge from the medical sciences about the human brain’s activity and its use in the effectiveness of business strategies and other related fields of study. To offer products and services so that the buyer’s behavior is directing towards the purchase. We often think that we know why we act one way or another; these are just illusions that we unknowingly create to explain our actions. Neuromarketing is a scientific discipline that reveals the mystery of the human mind, answering why consumers prefer a given product. Neuromarketing is one step ahead of other research methods. Thanks to the fact that it can analyze the consumer’s wishes, it also provides more accurate results. In our presented review study, we critically evaluate selected scientific papers in the given area to point out the direction, perspective of neuromarketing, and other challenges and attitudes we face in today’s professional environment.

Suggested Citation

  • Ivan Uher & Milena Švedová, 2020. "Neuromarketing in contemporary society," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 15(4), pages 38-45.
    • Handle: RePEc:cub:journm:v:15:y:2020:i:4:p:38-45
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    More about this item

    Keywords

    neuromarketing; research; human brain; behavior; consumer;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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