prikaz prve stranice dokumenta Primjena neuromarketinga u maloprodaji
Access restricted to students and staff of home institution
undergraduate thesis
Primjena neuromarketinga u maloprodaji
2024. urn:nbn:hr:180:366658
Škrlec Selimović, Maria Elena
Zagreb School of Business

Cite this document

Škrlec Selimović, M. E. (2024). Primjena neuromarketinga u maloprodaji (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:366658

Škrlec Selimović, Maria Elena. "Primjena neuromarketinga u maloprodaji." Undergraduate thesis, Zagreb School of Business, 2024. https://urn.nsk.hr/urn:nbn:hr:180:366658

Škrlec Selimović, Maria Elena. "Primjena neuromarketinga u maloprodaji." Undergraduate thesis, Zagreb School of Business, 2024. https://urn.nsk.hr/urn:nbn:hr:180:366658

Škrlec Selimović, M. E. (2024). 'Primjena neuromarketinga u maloprodaji', Undergraduate thesis, Zagreb School of Business, accessed 05 February 2025, https://urn.nsk.hr/urn:nbn:hr:180:366658

Škrlec Selimović ME. Primjena neuromarketinga u maloprodaji [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2024 [cited 2025 February 05] Available at: https://urn.nsk.hr/urn:nbn:hr:180:366658

M. E. Škrlec Selimović, "Primjena neuromarketinga u maloprodaji", Undergraduate thesis, Zagreb School of Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:180:366658

Please login to the repository to save this object to your list.
Metadata
TitlePrimjena neuromarketinga u maloprodaji
Title (english)Application of neuromarketing in retail
AuthorMaria Elena Škrlec Selimović
MentorDijana Vuković (mentor)
Committee memberDragan Kopecki (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2024-09-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neuromarketing je interdisciplinarno područje koje kombinira neuroznanost, psihologiju i marketing kako bi se razumjelo ponašanje potrošača na dubljoj, nesvjesnoj razini. Ovaj rad istražuje primjenu neuromarketinga u maloprodaji, analizirajući kako različite tehnike, kao što su funkcionalna magnetska rezonanca (fMRI), elektroencefalografija (EEG), praćenje pogleda i analiza facijalnih ekspresija, omogućuju trgovcima da optimiziraju svoje marketinške strategije. Kroz detaljan pregled povijesti i razvoja neuromarketinga, primjene u različitim industrijama, te konkretne studije slučaja, rad pokazuje kako ove tehnike mogu povećati prodaju, poboljšati korisničko iskustvo i emocionalno povezati potrošače s brendom. Također se razmatra budućnost neuromarketinga, uključujući potencijalne tehnološke inovacije i etičke izazove. Zaključno, neuromarketing se pokazuje kao nezamjenjiv alat za moderni marketing, pružajući duboke uvide u kognitivne i emocionalne procese potrošača
Abstract (english)
Neuromarketing is an interdisciplinary field that combines neuroscience, psychology, and marketing to understand consumer behavior on a deeper, subconscious level. This paper explores the application of neuromarketing in retail, analyzing how various techniques such as functional magnetic resonance imaging (fMRI), electroencephalography (EEG), eye tracking, and facial expression analysis enable retailers to optimize their marketing strategies. Through a detailed review of the history and development of neuromarketing, its applications across different industries, and specific case studies, the paper demonstrates how these techniques can increase sales, improve customer experience, and emotionally connect consumers with brands. The future of neuromarketing, including potential technological innovations and ethical challenges, is also discussed. In conclusion, neuromarketing proves to be an indispensable tool for modern marketing, providing deep insights into the cognitive and emotional processes of consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:366658
Study programmeTitle: Marketing and Communications Undergraduate studies
Study programme type: professional
Study level: undergraduate
Academic / professional title: prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija (prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2025-01-30 18:35:45