Informace o publikaci
Potential of neuromarketing methods usage in the online consumer behaviour research
| Autoři | |
|---|---|
| Rok publikování | 2016 |
| Druh | Konferenční abstrakty |
| Fakulta / Pracoviště MU | |
| Citace | |
| Přiložené soubory | |
| Popis | Customers’ brains play significant role in the reactions and responses to outside stimuli they are exposed to. This is where neuroscience comes in place by providing to marketers and web designers insight in the neural processes behind the behaviour. Hereby, the biased competition theory of selective attention can be introduced. Following those principles, the web interface can be utilized to deliver important information according to customers’ preferences. As the whole neuroscience can hardly be engaged in finishing marketers’ business, there is a high potential that this task is shifted to neuromarketing. This paper explores the current role of neuroscience principles in the web business from the marketing point of view. Moreover, it discusses some of the recent researches from the collision of these fields and potential future of the neuromarketing techniques application in exploring the consumers experience on web sites. |