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master's thesis
NEUROMARKETING KAO SVOJEVRSAN PROZOR U LJUDSKI UM
Zagreb: Zagreb School of Business, 2019. urn:nbn:hr:180:795773
Ćurić, Renata
Zagreb School of Business

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Ćurić, R. (2019). NEUROMARKETING KAO SVOJEVRSAN PROZOR U LJUDSKI UM (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:795773

Ćurić, Renata. "NEUROMARKETING KAO SVOJEVRSAN PROZOR U LJUDSKI UM." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:795773

Ćurić, Renata. "NEUROMARKETING KAO SVOJEVRSAN PROZOR U LJUDSKI UM." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:795773

Ćurić, R. (2019). 'NEUROMARKETING KAO SVOJEVRSAN PROZOR U LJUDSKI UM', Master's thesis, Zagreb School of Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:795773

Ćurić R. NEUROMARKETING KAO SVOJEVRSAN PROZOR U LJUDSKI UM [Master's thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:180:795773

R. Ćurić, "NEUROMARKETING KAO SVOJEVRSAN PROZOR U LJUDSKI UM", Master's thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:795773

Metadata
TitleNEUROMARKETING KAO SVOJEVRSAN PROZOR U LJUDSKI UM
Title (english)Neuromarketing as a window into human mind
AuthorRenata Ćurić
MentorPredrag Čudina (mentor)
Committee memberŽeljka Zavišić (predsjednik povjerenstva)
Committee memberDijana Vuković (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-03-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neuromarketing predstavlja određenu simbiozu neurologije, neurokemije, genetike ponašanja, psihologije, neuropsihologije i drugih znanosti koje su istraživanjem mozga došle do novih spoznaja u grani ponašanja kupaca i donošenja odluka. Ljudski mozak odgovoran je za sve svjesne i nesvjesne radnje koje činimo, no samo su rijetki svjesni da je odluka o kupovini zapravo nesvjesna te da na nju ne možemo svjesno utjecati. Ovaj rad ima težnju pružiti pregled povezanosti napretka medicinske tehnologije i novih, modernih marketinških aktivnosti. Napretkom medicinske tehnologije, omogućeno nam je zaviriti u funkcioniranje ljudskog mozga te nam je olakšano razumijevanje ljudskog ponašanja. Pri usporedbi neuromarketinga s metodama istraživanja klasičnog marketinga dolazi na vidjelo njegova prednost, te će neuromarketing u budućnosti vrlo vjerojatno postati odgovarajuća zamjena za klasični marketing.
Abstract (english)
Neuromarketing represents a symbiosis of neurology, neurochemistry, behavioral genetics, psychology, neuropsychology and other sciences that have brought about new discoveries in the field of customer behavior and decision-making. The human brain is responsible for all the conscious and unconscious actions we are doing, but are rarely aware that buying a decision is in fact unaware and that we cannot knowingly influence it. This paper aims to provide an overview of the connection between the advancement of medical technology and new, modern marketing activities. By advancing medical technology, we have been able to look at the functioning of the human brain and make it easier for us to understand human behavior. When comparing neuromarketing with classical marketing research methods, its advantage comes to light, and neuromarketing in the future will most likely become an appropriate substitute for classical marketing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:795773
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-03-21 11:43:19