Neuromarketing as a tool of marketing research and implementation of consumer relationship strategy

Neuromarketing is a discipline that connects the study of consumer behavior with neuroscience by examining the impact of marketing on consumers, by observing and interpreting their emotional reactions to various marketing stimuli. By using methods such as functional magnetic resonance imaging (fMRI)...

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Bibliographic Details

Published in:	Megatrend Revija
Main Authors:	Mladenović Milica, Milićević Srđan
Format:	Article
Language:	English
Published:	Megatrend University 2022-01-01
Subjects:	neuromarketing methods neuromarketing research functional magnetic resonance imaging (fmri) electroencephalography (eeg)
Online Access:	https://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2022/1820-31592203389M.pdf