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Neuromarketing – research and prediction of the future

Author

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  • Silvia Klincekova

    (University of Ss. Cyril and Methodius)

Abstract

The paper deals with neuromarketing, its techniques, the current status of research and the future prediction in this field of marketing. The first chapter brings the general overview about neuromarketing and briefly points out the history. It also represents six areas of practice which are branding, product design and innovation, advertising effectiveness, shopper decision making, online experiences and entertainment effectiveness. The paper further describes particular techniques which can measure different kinds of activity. The most common techniques are electroencephalography, magneto encephalography, functional magnetic resonance imaging, positron emission tomography and eye tracking. The last chapter deals with prediction and the future of neuromarketing. The aim of the article is to bring the attention and highlight its actuality and the importance of its understanding.

Suggested Citation

  • Silvia Klincekova, 2016. "Neuromarketing – research and prediction of the future," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 2(2), pages 54-57, January.
    • Handle: RePEc:mgs:ijmsba:v:2:y:2016:i:2:p:54-57
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.22.1006
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    More about this item

    Keywords

    Advertising; Brain; Customer; Marketing; Neuromarketing; Neuroscience; Product;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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