Neuromarketing: igniting consumer emotions for enhanced market performance

undergraduate thesis

• Title (croatian): Neuromarketing: poticanje emocija kod potrošača za poboljšanu tržišnu izvedbu
• Author: Tamara Tišma
• Mentor: Goran Vlašić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

The main thesis of this work titled "Neuromarketing: Igniting Consumer Emotions for Enhanced Market Performance" aims to explore the concept of neuromarketing and its role in understanding human emotions. This objective involves providing a comprehensive understanding of neuromarketing, including its theoretical foundations, and how it can assist marketers in gaining insights into customer emotions as well as analysis of the specific neuromarketing techniques and strategies employed by businesses to ignite and leverage customer emotions effectively. Through a review of studies and research, the thesis provides insights into the effectiveness of different neuromarketing strategies in influencing customer behaviour through emotional engagement. The case study analysis where presented based on Nike, Apple and Pepsi examples. The case study analysis presents strategies and techniques employed by these companies and examines their impact on customer emotions and market performance. The findings of this research offer practical implications for neuromarketers, aiding them in developing strategies that effectively leverage consumer emotions to achieve enhanced market performance and gain a competitive advantage in the dynamic marketplace. Finally, further research questions where mentioned such us implementation of AI in neuromarketing and some ethical dilemmas.

Abstract (croatian)

Glavna teza ovog rada pod naslovom "Neuromarketing: poticanje potrošačkih emocija za poboljšani tržišni učinak" ima za cilj istražiti koncept neuromarketinga i njegovu ulogu u razumijevanju ljudskih emocija. Ovaj cilj uključuje pružanje sveobuhvatnog razumijevanja neuromarketinga, uključujući njegove teorijske temelje, i kako može pomoći marketinškim stručnjacima u stjecanju uvida u emocije kupaca, kao i analizu specifičnih neuromarketinških tehnika i strategija koje koriste tvrtke kako bi učinkovito potaknule i iskoristile emocije kupaca. Kroz pregled studija i istraživanja, rad pruža uvid u učinkovitost različitih neuromarketinških strategija u utjecanju na ponašanje kupaca putem emocionalnog angažmana. Analiza studije slučaja prikazana je na temelju primjera Nikea, Applea i Pepsija. Analiza studije slučaja predstavlja strategije i tehnike koje koriste te tvrtke i ispituje njihov utjecaj na emocije kupaca i tržišnu izvedbu. Nalazi ovog istraživanja nude praktične implikacije za stručnjake za neuromarketing, pomažući im u razvoju strategija koje učinkovito iskorištavaju emocije potrošača kako bi se postigla bolja tržišna izvedba i stekla konkurentska prednost na dinamičnom tržištu. Naposljetku, spomenuta su daljnja istraživačka pitanja kao što su naša implementacija umjetne inteligencije u neuromarketingu i neke etičke dileme.

• Keywords: neuromarketing; customer behaviour; emotions; Nike; Pepsi; Apple
• Keywords (croatian): neuromarketing; ponašanje kupaca; emocije; Nike; Pepsi; Apple
• Language: english
• URN:NBN: urn:nbn:hr:148:362362
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-19 14:16:56