Omejitveni vidiki nevromarketinških raziskav
DOI:
https://doi.org/10.32015/JIMB/2019-11-1-8Ključne besede:
nevromarketing, nevromarketinške raziskave, vedenje potrošnikov, omejitveni vidiki, etikaPovzetek
Marketinški strokovnjaki in akademiki ter nevrologi lahko opredelijo učinkovitejše pristope komuniciranja s sodobnimi potrošniki s pomočjo nevromarketinških raziskav. Cilj empirične raziskave je bil opredelitev omejitvenih dejavnikov v procesu nevromarketinških raziskav skozi raziskovanje stališč sodelujočih. Ugovotili smo, da so nevromarketinške raziskave sodoben pristop k razumevanju vedenja potrošnikov v procesu nakupa izdelkov in storitev in da so v določenih mejah v skladu z etičnimi merili.
Literatura
Agarwal, S. and Dutta,T. (2015). Neuromarketing and consumer neuroscience: current understanding and the way forward. Decision 42(4), 457-462. https://doi.org/10.1007/s40622-015-0113-1.
Ariely, D. and Berns, G. S (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience 11(4), 284-292. https://doi.org/10.1038/nrn2795.
Ergen, M. and Ulman, Y.I. (2012). „Neuroscience, Neurotechnology, Lied Detection and Ethics”. Acibadem Universitesi Saglik Bilimleri Dergisi 3(3), 149-159.
Felipe-Barkin, E. (2013). The prospects and limitations of neuromarketing. Destination Customer Relationship Management. [online] Available at: https://www.destinationcrm.com/Articles/ReadArticle.aspx?ArticleID=90150. [Accessed 2 November 2018].
Fortunato, V., Giraldi J. and de Oliveira, J. (2014). A Review of Studies on Neuromarketing: Practical Results, Techniques, Contributions and Limitations. Journal of Management Research 6(2), 201-220. https://doi.org/10.5296/jmr.v6i2.5446.
Gutman, A. (2013). Policy Forum: The Bioethics Commission on Incidental Findings. Science 342(6164), 1321-1323. DOI: 10.1126/science.1248764.
Mann, P. (2010). Uvod u statistiku. Beograd. Centar za izdavačku delatnost Ekonomskog fakulteta u Beogradu.
Mehta, P.H., Carney, D., Yap, A. and Mor, S. (2010). The biology of bargaining: dynamic hormone changes during negotiation predict economic profit. Paper presented at the conference for the Social and Affective Neuroscience Society, Chicago, IL.
Mikic, A. (2016). „euromarketing as a New Paradigm for Understanding Consumer Behavior. In: Proceedings of ICSD 2016, Innovation, Competitiveness and Sustainable Development. Belgrade, 25 May 2016. Belgrade: Metropolitan University.
Murphy, E., Iles, J. and Reiner, P. (2008). Neuroethics of neuromarketing. Journal of Consumer Behaviour 7(4-5), 293-302. https://doi.org/10.1002/cb.252.
Oullier, O. (2012). Clear up this fuzzy thinking on brain scans: France has banned commercial applications of brain imaging. Nature, World View. [online] Available at: https://www.nature.com/news/clear-up-this-fuzzy-thinking-on-brain-scans-1.10127 [Accessed 2 November 2018].
Shiv, B., and Yoon, C. (2012). Integrating neurophysiological and psychological approaches: towards an advancement of brand insights. Journal of Consumer Psychology 22(1), 3-6. https://doi.org/10.1016/j.jcps.2012.01.003.
Slijepčević, M., Popović Šević, N. and Radojević, I. (2017). Neuromarketing research – a new mirror on consumer behavior. In: Proceedings of ICSD 2017, Innovation, Competitiveness and Sustainable Development. Belgrade, Serbia, 25 May 2017. Belgrade, Metropolitan University.
Slijepčević, M., Popović Šević, N and Radojević, I. (2018). Neuromarketing as a Business Strategy. In R. Ovin, P. Ašanin Gole & A. Maček (Eds.), Challenges of Applied Business and Social Studies: 2018 Monograph of the DOBA Business School. Maribor: DOBA Business School, pp. 241-256.
Senior, C., Smyth, H., Cooke, R., Shaw, R. L. and Peel, E. (2007). Mapping the mind for the modern market researcher. Qualitative Market Research: An International Journal 10 (2), 153-167. https://doi.org/10.1108/13522750710740826.
Ulman, Y. I., Cakar, T. and Yildix, G. (2015). Ethical issue in neuromarketing: ‘I consume, therefore I’m.’. Sceince and Engineering Ethics 21(5),1271-1284. https://doi.org/10.1007/s11948-014-9581-5.
Vlasceanu, S. (2014). New directions in understanding the decision-making process: Neuroeconomics and neuromarketing. Procedia – Social and Behavioral Sciences 127, pp. 758-762. https://doi.org/10.1016/j.sbspro.2014.03.350.
Prenosi
Objavljeno
Številka
Rubrika
Licenca
Avtorske pravice so zaščitene s Creative Commons Priznanje avtorstva-Deljenje pod enakimi pogoji 4.0 Mednarodna CC BY-SA 4.0 in jih avtorji ohranijo v okviru te licence. Za objavo svojega članka, vključno s povzetkom, prenesejo avtorji avtorske oz. licenčne pravice na revijo MIP = JIBM. To nam omogoča popolno zaščito avtorskih pravic ter razširjanje članka in revije MIP=JIBM v najširši možni krog bralcev revije v elektronski obliki. Avtorji so sami odgovorni za pridobitev dovoljenja za razmnoževanje avtorskega gradiva iz drugih virov.
