Neuroscience in Consumer Marketing Research : an Analysis Drawn from the Examples of Food Products

• Autorzy: Urszula Świerczyńska-Kaczor

Warianty tytułu

Neuroobrazowanie w badaniach marketingowych konsumentów : analiza na przykładzie produktów żywnościowych

• Języki publikacji: EN

Abstrakty

EN

This article aims to contribute to the discussion about the potential for the implementation of consumer neuroscience into marketing research. This article highlights three areas of consumer neuroscience: methods used by consumer neuroscience, the findings and their interpretations and the ethical aspects. The article has a partly descriptive character as the research area of neuroeconomics or consumer neuroscience is new. To illustrate the investigated problems the selected studies, especially connected with food products, were presented as a review of literature. (original abstract)

Celem prowadzonych w artykule rozważań jest wzbogacenie dyskusji dotyczącej możliwości zastosowania metod neuroobrazowania w badaniach marketingowych. Prowadzone rozważania szczególnie akcentują trzy obszary: metody badawcze, wyniki badań i możliwości ich interpretacji oraz aspekt etyczny. Ze względu na początkową fazę rozwoju neuroekonomii oraz badań marketingowych na podstawie neuroobrazowania artykuł częściowo ma opisowy charakter. W celu zobrazowania prowadzonej dyskusji w artykule zaprezentowano wybrane studia badawcze, szczególnie te powiązane z produktami żywnościowymi. (abstrakt oryginalny)

Słowa kluczowe

EN

Marketing research; Consumer research; Food products

PL

Badania marketingowe; Badania konsumenckie; Produkty żywnościowe

• Czasopismo: Acta Scientiarum Polonorum. Oeconomia
• Rocznik: 14 (2015)
• Numer: nr 2
• Strony: 163--172

Twórcy

autor

Urszula Świerczyńska-Kaczor

• Uniwersytet Humanistyczno-Przyrodniczy Jana Kochanowskiego w Kielcach

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