Neuromarketing - An Opportunity or a Threat? Neuromarketing - An Opportunity or a Threat?

The reason of neuromarketing use lies in an attempt to understand consumer behaviour and motivation to make a purchase of certain product. This method is based on the assumption that the purchase decisions is largely influenced by emotions. The paper explains the essence of neuromarketing and select...

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Bibliographic Details

Published in:	Communications
Main Author:	Margareta Nadanyiova
Format:	Article
Language:	English
Published:	University of Žilina 2017-12-01
Subjects:	neuromarketing neuromarketing technologies neuromarketing research consumer behaviour purchase decisions
Online Access:	https://komunikacie.uniza.sk/artkey/csl-201704-0015_neuromarketing-an-opportunity-or-a-threat-neuromarketing-an-opportunity-or-a-threat.php