Work

Analysis of Consumer Awareness of Neuromarketing

Year: 2022

Type: article

Abstract: Neuromarketing research is being used by more and more companies to gain a better understanding of what is happening in a body of consumers when they are subject to marketing incentives and when purchasing decisions are being made. The presented research aims to examine the consumers' awareness of neuromarketing and their willingness to participate in neuromarketing research. Based on the goal, two hypotheses were established. The research sample consisted of 222 respondents aged from 20 to 52 years. In terms of consumer willingness to undergo Neuro-Biofeedback, we can observe that the Slovak population is more inclined to undergo the research than not to undergo.

Source: TEM Journal

DOI: 10.18421/tem112-47

Authors: Zuzana Birknerová, Dávid Miško, Ivana Ondrijová, Barbara Nicole Čigarská

Institution: University of Prešov

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $647

Funder: Vedecká Grantová Agentúra MŠVVaŠ SR a SAV