Benefits and Threats of Neuromarketing: Theoretical Background and Practical Use

• Autorzy: Marcin Antoniak
• Języki publikacji: EN

Abstrakty

EN

Purpose: the present paper aims to explore the origins of neuromarketing, its current position, technologies and major limitations, as well as to discuss its possible future development. Design/methodology/approach: this is a theoretical article. For its purposes an in-depth literature review has been conducted. Additionally, in order to shed light on challenges faced by researchers using neuromarketing tools, the currently available knowledge has been synthesized. Findings: the study has shown that neuromarketing technologies provide invaluable information on the subconscious mental processes influencing the customer's behaviour. However, despite their considerable scientific potential, they pose potential threats regarding their unauthorised use. Hence, the research emphasises the need to maintain particularly high standards and to protect people against inappropriate and unethical use of neuromarketing strategies . Originality/value: the paper can be used by theoreticians and practitioners of neuroeconomics who want to deepen their knowledge of research and tools used in neuromarketing. It presents the most frequently used technologies as well as the opportunities and threats related to their use in an in-depth and innovative way. (original abstract)

Słowa kluczowe

EN

Neuromarketing; Marketing; Marketing research

PL

Neuromarketing; Marketing; Badania marketingowe

• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2020
• Numer: z. 148 Contemporary management
• Strony: 9--25

Twórcy

autor

Marcin Antoniak

• Poznań University of Economics and Business

Bibliografia

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Identyfikatory

DOI

10.29119/1641-3466.2020.148.1