Róbert Hula

Abstract

Neuromarketing and neuroscience help us to examine and describe how the con-sumer behaves and who he is. The interaction between the two sciences helps to deepen knowledge about the consumer. This has led to the creation of a separate department abroad, namely consumer neuroscience. The article discusses the role of non-science and non-marketing and identifies the expectations that neuroscience can bring to research. The reader of this article can also get acquainted with the basic methods that marketing uses to get to know the consumer perfectly, in addi-tion it provides an overview of the progress that neuroscience has made in recent years and thus can increase the outlook and use of neuromarketing for readers themselves. This article introduces the reader to the basic ethical principles in con-sumer research in neuromarketing.

Key words: Neuroscience, neuromarketing, neuromarketing tools, neuroethics

JEL Classification: M39

DOI: https://doi.org/10.53465/STCB.1339-3081.2021.47.38-48

Received: 23.2.2021   Accepted: 26.3.2021

How to cite this (APA 7th edition):
Hula, R. (2021). Neuroveda ako východisko pre neuromarketing a jeho implementáciu: Neuroscience as a Starting Point for Neuromarketing and Its Implementation. Studia commercialia Bratislavensia: vedecký časopis Obchodnej fakulty Ekonomickej univerzity v Bratislave, 14(1), 38-48.

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ISSN (online): 1339-3081
Publisher: Fakulty of Commerce, University of Economics in Bratislava

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.