prikaz prve stranice dokumenta Neuromarketing: igniting consumer emotions for enhanced market performance
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undergraduate thesis
Neuromarketing: igniting consumer emotions for enhanced market performance
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:362362
Tišma, Tamara
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Tišma, T. (2023). Neuromarketing: igniting consumer emotions for enhanced market performance (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:362362

Tišma, Tamara. "Neuromarketing: igniting consumer emotions for enhanced market performance." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:362362

Tišma, Tamara. "Neuromarketing: igniting consumer emotions for enhanced market performance." Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:362362

Tišma, T. (2023). 'Neuromarketing: igniting consumer emotions for enhanced market performance', Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:362362

Tišma T. Neuromarketing: igniting consumer emotions for enhanced market performance [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:148:362362

T. Tišma, "Neuromarketing: igniting consumer emotions for enhanced market performance", Undergraduate thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:362362

Metadata
TitleNeuromarketing: igniting consumer emotions for enhanced market performance
Title (croatian)Neuromarketing: poticanje emocija kod potrošača za poboljšanu tržišnu izvedbu
AuthorTamara Tišma
MentorGoran Vlašić (mentor)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2023-09-19, 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
Keywords (croatian)
Languageenglish
URN:NBNurn:nbn:hr:148:362362
Study programmeTitle: 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 resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-09-19 14:16:56