prikaz prve stranice dokumenta Razlika neuromarketinškog pristupa i mjerenja percepcije u evaluaciji oglasa
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master's thesis
Razlika neuromarketinškog pristupa i mjerenja percepcije u evaluaciji oglasa
Zagreb: University of Zagreb, Faculty of Economics and Business, 2015. urn:nbn:hr:148:512615
Benzon, Martina
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Benzon, M. (2015). Razlika neuromarketinškog pristupa i mjerenja percepcije u evaluaciji oglasa (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:512615

Benzon, Martina. "Razlika neuromarketinškog pristupa i mjerenja percepcije u evaluaciji oglasa." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:512615

Benzon, Martina. "Razlika neuromarketinškog pristupa i mjerenja percepcije u evaluaciji oglasa." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:512615

Benzon, M. (2015). 'Razlika neuromarketinškog pristupa i mjerenja percepcije u evaluaciji oglasa', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 28 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:512615

Benzon M. Razlika neuromarketinškog pristupa i mjerenja percepcije u evaluaciji oglasa [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2015 [cited 2024 November 28] Available at: https://urn.nsk.hr/urn:nbn:hr:148:512615

M. Benzon, "Razlika neuromarketinškog pristupa i mjerenja percepcije u evaluaciji oglasa", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:148:512615

Metadata
TitleRazlika neuromarketinškog pristupa i mjerenja percepcije u evaluaciji oglasa
Title (english)Difference between neuromarketing approach and measuring perceptions
AuthorMartina Benzon
MentorGoran Vlašić (mentor)
Committee memberMiroslav Mandić (predsjednik povjerenstva)
Committee memberĐurđana Ozretić Došen (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2015-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu objašnjavaju se razlike neuromarketinški dobivenih rezultata i rezultata subjektivne evaluacije kod gledanja oglasa, definiraju se i uspoređuju emocionalne i kognitivne komponente, te ukupna uključenost sudionika. Također se definiraju osnovni pojmovi, povijesni razvoj te faze i upotreba neuromarketinga i percepcije, objašnjava se djelovanje mozga i živčanog sustava, te se dotiče i pitanja etike u neuromarketingu. Predmet istraživanja u ovom radu je analiza razlika neuromarketinškog pristupa i subjektivnog mjerenja percepcija za istraživačke svrhe, prvenstveno osvrćući se na učinkovitost komunikacijskih poruka s aspekta reakcija ljudi na njih. Predmet istraživanja ovog diplomskog rada fokusira se na analizu razlike neuromarketinga i mogućnosti koje on pruža za mjerenje učinkovitosti komunikacijskih poruka te mjerenja subjektivnih percepcija i koliko se razlikuju rezultati dobiveni pomoću ove dvije različite metode. U ovom radu iznosi se zaključak da ne postoje značajne razlike između rezultata neuromarketinškog istraživanja i rezultata subjektivne evaluacije što se tiče ocjena emocionalne i kognitivne uključenosti (rezultati oba istraživanja pokazuju znatno veću i emocionalnu i kognitivnu uključenost sudionika kod gledanja oglasa C i D, u odnosu na oglase A i B). Što se tiče ukupne uključenosti sudionika, ne postoje razlike između rezultata neuromarketinškog istraživanja i rezultata subjektivne evaluacije što se tiče rangiranja po oglasa po uključenosti no postoje razlike između ranga kojim se odredio poredak oglasa, pri čemu će neuromarketinške metode imati sve značajniju ulogu u budućnosti da shvate te razlike i pokušaju ih razumjeti.
Abstract (english)
This paper explains the differences between neuromarketing results and subjective evaluation of ads, definying emotional and cognitive components with overall consumer engagement. It also defines the basic terms of neuromarketing and perception, their hisotrical overview and different phases together with their application. It sums up the basic knowledge of brain, its regions and nervous system as well as the question of ethics. Analysis of differences between neuromarketing approach and subjective evaluation of perception has been the subject of research in this paper, with emphasis on researching the efficiency of ads and people's reactions to it. The focus of this paper is analyzing neuromarketing and its possibilities to measure ads efficiency and comparing it to subjective evaluation of perceptions and therefore finding out if there are differences between these two approaches. In conclusion, there are no significant differences between neuromarketing and subjective evaluation results, regarding emotional and cognitive engagement of participants (results from both methods show higher emotional and cognitive engagaement in watching ad C and D in comparison when watching ad A or B). Regarding the overall engagement in watching ads, again there were no significant differences in ranking, but there were differences in the order of the ads where the neuromarketing will have a more significant part in future research and help find out why these differences occur.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:512615
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-10-12 17:04:26