IDEAS home Printed from https://ideas.repec.org/a/sgh/annals/i40y2016p257-272.html
   My bibliography  Save this article

Społeczne uwarunkowania stosowania metod neuromarketingowych w założeniach ekonomii behawioralnej

Author

Listed:
  • Marcin Lewicki

    (Uniwersytet Ekonomiczny w Poznaniu)

  • Robert Romanowski

    (Uniwersytet Ekonomiczny w Poznaniu)

Abstract

The article presents the basic principles of behavioural economics that have an impact on the marketing research methods and allow to investigate the preferences of buyers belonging to Generations X, Y, and Z. The aim of this paper is to carry out a comparative analysis of the applicability of neuromarketing methods among consumers belonging to Generation Z in contrast to other generations. Neuromarketing as a method of marketing research taps deeply into the theories of behavioural economics and with each successive year strongly emphasises its presence in the world of science. Undoubtedly, it is the perfect complement to previously used methods, allowing researchers to get an answer to the question about the causes of specific consumer behaviours at their very core, i.e. reaching directly to the processes occurring in the brain of the buyer. Nevertheless, neuromarketing is not a method that would be free from any drawbacks, which in this case depend on the techniques used. It is presumed that the use of neuromarketing as a research method should increase. One of the reasons is the fact that results obtained through traditional research methods are often different from the actual consumer behaviour observed, which could be conditioned by social factors. Another factor may be the fact that Generation Z consumers grew up having a strong connection to new technologies. It should however be emphasised that the above assumptions require further studies.

Suggested Citation

  • Marcin Lewicki & Robert Romanowski, 2016. "Społeczne uwarunkowania stosowania metod neuromarketingowych w założeniach ekonomii behawioralnej," Collegium of Economic Analysis Annals, Warsaw School of Economics, Collegium of Economic Analysis, issue 40, pages 257-272.
    • Handle: RePEc:sgh:annals:i:40:y:2016:p:257-272
    as

    Download full text from publisher

    File URL: http://rocznikikae.sgh.waw.pl/p/roczniki_kae_z40_18.pdf
    File Function: Full text
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    2. George Loewenstein, 2000. "Emotions in Economic Theory and Economic Behavior," American Economic Review, American Economic Association, vol. 90(2), pages 426-432, May.
    3. Richard H. Thaler, 2000. "From Homo Economicus to Homo Sapiens," Journal of Economic Perspectives, American Economic Association, vol. 14(1), pages 133-141, Winter.
    4. Smidts, A., 2002. "Kijken in het brein: Over de mogelijkheden van neuromarketing," ERIM Inaugural Address Series Research in Management 308, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..
    5. Luigino Bruni & Robert Sugden, 2007. "The road not taken: how psychology was removed from economics, and how it might be brought back," Economic Journal, Royal Economic Society, vol. 117(516), pages 146-173, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lovric, M. & Kaymak, U. & Spronk, J., 2008. "A Conceptual Model of Investor Behavior," ERIM Report Series Research in Management ERS-2008-030-F&A, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    2. Emmanuel PETIT, 2010. "The role of regret in the persistence of anomalies in financial markets (In French)," Cahiers du GREThA (2007-2019) 2010-07, Groupe de Recherche en Economie Théorique et Appliquée (GREThA).
    3. Christian T. Elbaek & Ifeatu Uzodinma & Zilia Ismagilova & Panagiotis Mitkidis, 2022. "Suppetia ex machina: How can AI technologies aid financial decision-making of people with low socioeconomic status?," Journal of Behavioral Economics for Policy, Society for the Advancement of Behavioral Economics (SABE), vol. 6(S1), pages 49-57, July.
    4. Markus Pasche, 2013. "What Can be Learned from Behavioural Economics for Environmental Policy?," Jena Economics Research Papers 2013-020, Friedrich-Schiller-University Jena.
    5. Steffestun, Theresa, 2020. "The Constitution of Ignorance: Zur Bedeutung von Nichtwissen in der Verhaltensökonomie," Working Paper Serie des Instituts für Ökonomie 67, Hochschule für Gesellschaftsgestaltung (HfGG), Institut für Ökonomie.
    6. Stracca, Livio, 2004. "Behavioral finance and asset prices: Where do we stand?," Journal of Economic Psychology, Elsevier, vol. 25(3), pages 373-405, June.
    7. Francesco GUALA, 2017. "Preferences: Neither Behavioural nor Mental," Departmental Working Papers 2017-05, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    8. Anne Corcos & Yorgos Rizopoulos, 2011. "Is prosocial behavior egocentric? The “invisible hand” of emotions," Post-Print halshs-01968213, HAL.
    9. Giuseppe Pernagallo & Benedetto Torrisi, 2020. "A theory of information overload applied to perfectly efficient financial markets," Review of Behavioral Finance, Emerald Group Publishing Limited, vol. 14(2), pages 223-236, October.
    10. Benito Umana Hermosilla & Juan Cabas Monje & Juan Rodríguez Navarrete & Miguel Villablanca Fuentes, 2015. "Variables explicativas del comportamiento del inversor de multifondos. Un análisis desde la perspectiva de los inversores en el sistema de pensiones chileno," Estudios Gerenciales, Universidad Icesi, April.
    11. Ingebjørg Kristoffersen, 2010. "The Metrics of Subjective Wellbeing: Cardinality, Neutrality and Additivity," The Economic Record, The Economic Society of Australia, vol. 86(272), pages 98-123, March.
    12. Delphine Boutin & Laurène Petifour & Haris Megzari, 2022. "Instability of preferences due to Covid-19 Crisis and emotions: a natural experiment from urban Burkina Faso," Working Papers hal-03623601, HAL.
    13. Joseph Teal & Petko Kusev & Renata Heilman & Rose Martin & Alessia Passanisi & Ugo Pace, 2021. "Problem Gambling ‘Fuelled on the Fly’," IJERPH, MDPI, vol. 18(16), pages 1-14, August.
    14. repec:cup:judgdm:v:17:y:2022:i:5:p:988-1014 is not listed on IDEAS
    15. Andrew E. Clark & Ed Diener & Yannis Georgellis & Richard E. Lucas, 2008. "Lags And Leads in Life Satisfaction: a Test of the Baseline Hypothesis," Economic Journal, Royal Economic Society, vol. 118(529), pages 222-243, June.
    16. Yoshiro Tsutsui & Iku Tsutsui-Kimura, 2022. "How does risk preference change under the stress of COVID-19? Evidence from Japan," Journal of Risk and Uncertainty, Springer, vol. 64(2), pages 191-212, April.
    17. Ronald Bosman & Frans Van Winden, 2010. "Global Risk, Investment and Emotions," Economica, London School of Economics and Political Science, vol. 77(307), pages 451-471, July.
    18. Piotr Bialowolski & Dorota Weziak‐Bialowolska, 2021. "Good credit, bad credit: The differential role of the sources of debt in life satisfaction," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 967-994, September.
    19. Moya, Andrés, 2018. "Violence, psychological trauma, and risk attitudes: Evidence from victims of violence in Colombia," Journal of Development Economics, Elsevier, vol. 131(C), pages 15-27.
    20. Klaus Wälde & Agnes Moors, 2016. "Current Emotion Research in Economics," Working Papers 1612, Gutenberg School of Management and Economics, Johannes Gutenberg-Universität Mainz.
    21. Drichoutis, Andreas C. & Nayga, Rodolfo M., 2013. "Eliciting risk and time preferences under induced mood states," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 45(C), pages 18-27.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sgh:annals:i:40:y:2016:p:257-272. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Michał Bernardelli (email available below). General contact details of provider: https://edirc.repec.org/data/sgwawpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.