Document Details

Späť/Back: <dl>SlPK    |    Späť na zborník/Back to proceedings


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


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
Creative Commons License
Toto dielo je publikované pod/This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International Licence.