Limiting Aspects of Neuromarketing Research

  • Assist. Prof. Dr. Milica Slijepčević Metropolitan University Belgrade, Faculty of Management, Tadeuša Košćuška 63, Belgrade, Serbia
  • Assist. Prof. Dr. Nevenka Popović Šević Information Technology School, Savski nasip 7, Belgrade, Serbia
  • Ivana Radojević Metropolitan University Belgrade, Faculty of Management, Tadeuša Košćuška 63, Belgrade, Serbia
Keywords: neuromarketing, neuromarketing research, consumer behaviour, limiting aspects, ethics


Marketing specialists, marketing academics and neurologists define more effective strategic approaches for communication with modern consumers through neuromarketing. Defining the limiting factors in the neuromarketing research process by examining the attitudes of relevant respondents was the aim of this empirical research. The conclusion was that neuromarketing research is a modern approach to understanding consumer behaviour during the process of purchasing products and services and that, within certain limits, is in line with ethical criteria


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How to Cite
Slijepčević, M., Popović Šević, N. and Radojević, I. (2019) “Limiting Aspects of Neuromarketing Research”, Mednarodno inovativno poslovanje = Journal of Innovative Business and Management, 11(1), pp. 72-83. doi: 10.32015/JIMB/2019-11-1-8.
Original article