Author(s): Miroslav Poláček, Tímea Šeben Zaťková
Title: Neuropsychology in Neuromarketing Services
Source: International Scientific Days 2018 :: Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems :: Proceedings
ISBN: 978-80-7598-180-6
DOI: https://doi.org/10.15414/isd2018.s9.14
Publisher: Wolters Kluwer ČR, Prague
PY, pages: 2018, 2030-2039
Published on-line: 2018-11-09
Language: eng
Abstract: The emerging discipline of neuromarketing employs methods originally used in brain
research and neuropsychology for investigating economic problems. Neuromarketing
or consumer neuroscience addresses marketing relevant problems with methods
and insights from brain research. With the help of advanced techniques of imaging,
which are applied in the field of consumer neuroscience provides a more direct view
into the human. The study contains overview of the origin and development of neuropsychology
and neuromarketing, list of relevant sources in neuropsychology and
describes selected influential authors and findings in neuromarketing. In the study is
neuropsychology seen as the theoretical basis for neuromarketing research.
Keywords: neuropsychology, gestalt psychology, cognitive psychology, neuromarketing
JEL Classification: M3, I2, I3
Rights:Open Access :: Creative Commons BY-NC-SA 4.0 International Licence
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence.
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