Neuromarketing unmasked: a review of current state in the field [Neuromarketing razotkriven - pregled trenutnog stanja u području]
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Neuromarketing showed up as a new interdisciplinary field that bridges neuroscience and marketing. A relatively young field that was born within the “neuroculture” matrix is covered with a veil of mystery and often misrepresented in the media as a powerful tool used by corporations to manipulate consumers’ preferences, purchasing behavior, etc. In this paper, we have done an extensive literature review in order to put light on some dilemmas and take off the veil of mystery that surrounds neuromarketing. Firstly, (i) we discussed the definition and context in which neuromarketing emerged, (ii) important brain areas in consumer neuroscience which find their application in neuromarketing research, (iii) techniques used in neuromarketing (neuroimaging and nonneuroimaging), (iv) ethical issues in the field of neuromarketing (a part of neuroethics), and (v) limitations and recommendations for future development of neuromarketing.
Ključne reči:
neuromarketing / neuroimaging / consumer behavior / neuroethics / consumer neuroscienceIzvor:
Ekonomika preduzeća, 2022, 69, 7-8, 403-413Izdavač:
- Beograd: Savez ekonomista Srbije
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IFDTTY - JOUR AU - Bojić, Ljubiša AU - Tucaković, Lana AU - Nikolić, Nemanja PY - 2022 UR - http://rifdt.instifdt.bg.ac.rs/123456789/2631 AB - Neuromarketing showed up as a new interdisciplinary field that bridges neuroscience and marketing. A relatively young field that was born within the “neuroculture” matrix is covered with a veil of mystery and often misrepresented in the media as a powerful tool used by corporations to manipulate consumers’ preferences, purchasing behavior, etc. In this paper, we have done an extensive literature review in order to put light on some dilemmas and take off the veil of mystery that surrounds neuromarketing. Firstly, (i) we discussed the definition and context in which neuromarketing emerged, (ii) important brain areas in consumer neuroscience which find their application in neuromarketing research, (iii) techniques used in neuromarketing (neuroimaging and nonneuroimaging), (iv) ethical issues in the field of neuromarketing (a part of neuroethics), and (v) limitations and recommendations for future development of neuromarketing. PB - Beograd: Savez ekonomista Srbije T2 - Ekonomika preduzeća T1 - Neuromarketing unmasked: a review of current state in the field [Neuromarketing razotkriven - pregled trenutnog stanja u području] IS - 7-8 VL - 69 SP - 403 EP - 413 DO - 10.5937/EKOPRE2108403B ER -
@article{ author = "Bojić, Ljubiša and Tucaković, Lana and Nikolić, Nemanja", year = "2022", abstract = "Neuromarketing showed up as a new interdisciplinary field that bridges neuroscience and marketing. A relatively young field that was born within the “neuroculture” matrix is covered with a veil of mystery and often misrepresented in the media as a powerful tool used by corporations to manipulate consumers’ preferences, purchasing behavior, etc. In this paper, we have done an extensive literature review in order to put light on some dilemmas and take off the veil of mystery that surrounds neuromarketing. Firstly, (i) we discussed the definition and context in which neuromarketing emerged, (ii) important brain areas in consumer neuroscience which find their application in neuromarketing research, (iii) techniques used in neuromarketing (neuroimaging and nonneuroimaging), (iv) ethical issues in the field of neuromarketing (a part of neuroethics), and (v) limitations and recommendations for future development of neuromarketing.", publisher = "Beograd: Savez ekonomista Srbije", journal = "Ekonomika preduzeća", title = "Neuromarketing unmasked: a review of current state in the field [Neuromarketing razotkriven - pregled trenutnog stanja u području]", number = "7-8", volume = "69", pages = "403-413", doi = "10.5937/EKOPRE2108403B" }
Bojić, L., Tucaković, L.,& Nikolić, N.. (2022). Neuromarketing unmasked: a review of current state in the field [Neuromarketing razotkriven - pregled trenutnog stanja u području]. in Ekonomika preduzeća Beograd: Savez ekonomista Srbije., 69(7-8), 403-413. https://doi.org/10.5937/EKOPRE2108403B
Bojić L, Tucaković L, Nikolić N. Neuromarketing unmasked: a review of current state in the field [Neuromarketing razotkriven - pregled trenutnog stanja u području]. in Ekonomika preduzeća. 2022;69(7-8):403-413. doi:10.5937/EKOPRE2108403B .
Bojić, Ljubiša, Tucaković, Lana, Nikolić, Nemanja, "Neuromarketing unmasked: a review of current state in the field [Neuromarketing razotkriven - pregled trenutnog stanja u području]" in Ekonomika preduzeća, 69, no. 7-8 (2022):403-413, https://doi.org/10.5937/EKOPRE2108403B . .