Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/60928
Type of publication: Straipsnis recenzuojamoje Lietuvos konferencijos medžiagoje / Article in peer-reviewed Lithuanian conference proceedings (P1f)
Field of Science: Vadyba / Management (S003)
Author(s): Paužaitė, Sigita
Title: Neurorinkodaros metodai vartotojų elgsenos tyrimuose
Other Title: Neuromarketing techniques of consumer behavior research
Is part of: Lietuvos aukštųjų mokyklų vadybos ir ekonomikos jaunųjų mokslininkų konferencijų darbai. Europos Sąjungos ekonomikos, finansų ir verslo procesai bei tendencijos : 20-oji respublikinė doktorantų ir magistrantų mokslinė konferencija, Kaunas, 2017 m. gegužės mėn. 12 d. Kaunas : Vytauto Didžiojo universitetas, 2017, nr. 20
Extent: p. 67-71
Date: 2017
Note: ISSN 2538-6778 (internetinis)
Keywords: Vartotojų elgesys;Vartotojų sprendimai;Neurorinkodaros tyrimai;Consumer behavior;Consumer slutions;Neuromarketing research
Abstract: According to the researchers, more than 90 percent information received by users are processed unintentionally or unconsciously. According to E. Vaičiukynaitė (2016), neuromarketing research helps to know about consumer behaviour more than traditional marketing methods. N. Braidot (2009) says, that neuromarketing is a field that applies the principles of neuroscience to marketing research, studying consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. The aim of this research is to find out neuromarketing techniques of consumer behaviour research. Data for the quantitative research were collected through two surveys: first survey has been designed for users, other- for marketing departments of Lithuanian organizations. The first survey was attended by 51, the second- 75 respondents. Results revealed that users and marketing departments of Lithuania organizations assess neuromarketing in a positive way: users consider it as acceptable, although it is currently analysing their brain processes. As well as users would agree to participate in neuromarketing research. Organizations highlights neuromarketing benefits in their business and has no doubts in neuromarketing research advantages compared with traditional marketing research. In future marketing research supported on neuroscience will replace traditional marketing consumer research. So far, the old and new methods coordination would be the most effective way of consumers research
Internet: https://hdl.handle.net/20.500.12259/35841
https://eltalpykla.vdu.lt/handle/1/35841
Affiliation(s): Ekonomikos ir vadybos fakultetas
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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