2026-04-17T17:45:26.699Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:3101 2015-04-02T09:46:00Z 1

Neuromarketing: Implementation and ethics 2015 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/3101 S. Alčaković М. Бокић В. Бошковић In the last couple of years, "the marriage" between consumer behavior and neuroscience is happening more and more often. The combination of these two fields has created a new way of understanding the customer: Neuromarketing. Neuromarketing studies how the brain of the consumer responds to various marketing stimuli. Scientists and neuromarketing analysts use brain scanning and other techniques to discover why consumers make certain decisions. The purpose of this paper is to explain neuromarketing, the process behind it, the techniques used, and its implementation in business and ethics as one of the main concerns of this field. The discussion of neuromarketing in this paper is based on research of both theoretical and practical nature. Their contents have been synthesized and placed into context by showing the main advantages and disadvantages of this field in layman terms. Understanding the ‘the new way’ of how marketing stimuli affect consumer brain system can be useful to marketing experts and companies. The use of neuromarketing has potential to change the way marketing experts create a company's 4P (products, price, promotion, place) and give the answer to the question: ‘Why consumers do the things they do?’ conferenceObject 2nd International scientific conference of the Macedonian marketing association (ISCMMA 15)"The new marketing challenges - theory and practice"