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master's thesis
Strateški i etički aspekti neuromarketinga i umjetna inteligencija
Koprivnica: University North, 2021. urn:nbn:hr:122:594407
Babić, Klara
University North
University centre Varaždin
Department of Business Economics

Institutional repository: University North Digital Repository

Cite this document

Babić, K. (2021). Strateški i etički aspekti neuromarketinga i umjetna inteligencija (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:594407

Babić, Klara. "Strateški i etički aspekti neuromarketinga i umjetna inteligencija." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:594407

Babić, Klara. "Strateški i etički aspekti neuromarketinga i umjetna inteligencija." Master's thesis, University North, 2021. https://urn.nsk.hr/urn:nbn:hr:122:594407

Babić, K. (2021). 'Strateški i etički aspekti neuromarketinga i umjetna inteligencija', Master's thesis, University North, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:122:594407

Babić K. Strateški i etički aspekti neuromarketinga i umjetna inteligencija [Master's thesis]. Koprivnica: University North; 2021 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:122:594407

K. Babić, "Strateški i etički aspekti neuromarketinga i umjetna inteligencija", Master's thesis, University North, Koprivnica, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:122:594407

Metadata
TitleStrateški i etički aspekti neuromarketinga i umjetna inteligencija
Title (english)Strategic and ethical aspects of neuromarketing and artificial intelligence
AuthorKlara Babić
MentorDijana Vuković (mentor)
Committee memberAnica Hunjet (predsjednik povjerenstva)
Committee memberJoško Lozić (član povjerenstva)
Committee memberDijana Vuković (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2021-03-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neuromarketing je znanstvena disciplina koja je nastala kombinacijom neuroznanosti i marketinga. Za istraživanja u neuromarketingu se koriste razne softicirane i neinvazivne medicinske tehnike i metode kako bi se otkrilo kako pojedine stavke utječu na mozak potrošača. Ta istraživanja pomažu poduzećima da kreiraju marketinške strategije koje će za posljedicu imati što više novih i starih potrošača, s obzirom da se kreira ona strategija koja ljudskom mozgu najviše pogoduje. Umjetna inteligencija pomaže potrošačima u nizu svakodnevnih aktivnosti. Ovaj rad istražuje temu strateških i etičkih aspekata neuromarketinga i umjetne inteligencije dajući teorijski okvir teme. U istraživačkom dijelu, doznaje se koliko su potrošači upoznati sa samim neuromarketingom, zatim na koji način neuromarketing djeluje na potrošače prilikom obavljanja kupovine, odnosno na njihovo ponašanje te koji su stavovi potrošača po pitanju neuromarketinga.
Abstract (english)
Neuromarketing is a scientific discipline created by a combination of neuroscience and marketing. Various sophisticated and non-invasive medical techniques and methods are used for neuromarketing research to discover how individual items affect the consumer’s brain. These research help companies to create marketing strategies that will result in as many new and old consumers as possible, given that the strategy that is created benefits the human brain the most. Artificial intelligence helps consumers in a range of everyday activities. This paper explores the topic of strategic and ethical aspects of neuromarketing and artificial intelligence by offering the theoretical framework of the topic. In the research part, it is explained how familiar consumers are with neuromarketing, how neuromarketing affects consumers when making a purchase, i.e. their behavior, and what are the consumers' attitudes toward neuromarketing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:594407
Study programmeTitle: Business Economics; specializations in: Tourism and International Trade
Course: Tourism and International Trade
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-03-24 09:47:50