PRIMENA NEUROMARKETINGA U DIZAJNIRANJU MALOPRODAJNOG PROSTORA I SENZORNOG ISKUSTVA KORISNIKA
Ključne reči:
Neuromarketing, kupovina, senzorni marketing, čula, neuroestetika
Apstrakt
Rad se bavi principima neuromarketinga uz detaljan prikaz savremenih tehnika. Centralni deo rada je posvećen faktorima koji utiču na kupovinu u prodavnici, odnosno opisano je svih pet čula i njihov uticaj na donošenje odluka kod potrošača. Istraživački deo rada ima za cilj da, putem metode izbora pod pritiskom, ispita hipoteze i zaključke do kojih se dolazilo u dosadašnjim neuromarketing istraživanjima.
Reference
[1] Genco, S. J., Pohlmann, A. P., & Steidl, P. (2013). „Neuromarketing for dummies“. John Wiley & Sons Canada, Ltd.
[2] Iloka, C. B., & Onyeke, K. J. (2020). „Neuromarketing: A historical review“. Neuroscience Research Notes, 3(3), Article 54. Enugu State University of Science and Technology (ESUT), Enugu, Nigeria. https://doi.org/10.31117/neuroscirn.v3i3.54
[3] Feldmann Palacin, M. (2022). „How is the enhancement of senses used to provoke purchases in the supermarket industry?“ Colegio Universitario de Estudios Financieros.
[4] Bortolotti, A., Cannito, L., Anzani, S., & Palumbo, R. (2023). „The promise of color in marketing: Use, applications, tips and neuromarketing“. Color Culture and Science Journal, 15(1). https://doi.org/10.23738/CCSJ.150110
[5] Cho, J. Y., & Lee, E.-J. (2016). „Impact of interior colors in retail store atmosphere on consumers’ perceived store luxury, emotions, and preference“. Clothing and Textiles Research Journal, 34(1), 1-16. https://doi.org/10.1177/0887302X16675052
[6] van Ham, B. (2022). „Neuromarketing: Measuring aesthetic experience and emotions to test the effectiveness of marketing materials“ (Bachelor thesis Liberal Arts and Sciences). Tilburg School of Humanities and Digital Sciences.
[7] Berčík, J., Horská, E., Wang, W. Y. R., & Chen, Y.-C. (2015, March 25-27). „How can food retailing benefit from neuromarketing research: A case of various parameters of store illumination and consumer response.“ Paper presented at the EAAE-AAEA Joint Seminar "Consumer Behavior in a Changing World: Food, Culture, Society," Naples, Italy.
[8] Berčík, J., Gálová, J., Horská, E., & Margianti, E. S. (2016). “Consumer neuroscience in practice: The impact of store atmosphere on consumer behavior”. Psychological Research, 24(2), 96-101. https://doi.org/10.3311/PPso.8715
[9] Berger-Grabner, D., & Huber, M. (2015). „The effect of neuromarketing elements at the point of sale on the consumer’s decision-making process: An empirical study in the retail sector“. IMC FH Krems, Austria.
[2] Iloka, C. B., & Onyeke, K. J. (2020). „Neuromarketing: A historical review“. Neuroscience Research Notes, 3(3), Article 54. Enugu State University of Science and Technology (ESUT), Enugu, Nigeria. https://doi.org/10.31117/neuroscirn.v3i3.54
[3] Feldmann Palacin, M. (2022). „How is the enhancement of senses used to provoke purchases in the supermarket industry?“ Colegio Universitario de Estudios Financieros.
[4] Bortolotti, A., Cannito, L., Anzani, S., & Palumbo, R. (2023). „The promise of color in marketing: Use, applications, tips and neuromarketing“. Color Culture and Science Journal, 15(1). https://doi.org/10.23738/CCSJ.150110
[5] Cho, J. Y., & Lee, E.-J. (2016). „Impact of interior colors in retail store atmosphere on consumers’ perceived store luxury, emotions, and preference“. Clothing and Textiles Research Journal, 34(1), 1-16. https://doi.org/10.1177/0887302X16675052
[6] van Ham, B. (2022). „Neuromarketing: Measuring aesthetic experience and emotions to test the effectiveness of marketing materials“ (Bachelor thesis Liberal Arts and Sciences). Tilburg School of Humanities and Digital Sciences.
[7] Berčík, J., Horská, E., Wang, W. Y. R., & Chen, Y.-C. (2015, March 25-27). „How can food retailing benefit from neuromarketing research: A case of various parameters of store illumination and consumer response.“ Paper presented at the EAAE-AAEA Joint Seminar "Consumer Behavior in a Changing World: Food, Culture, Society," Naples, Italy.
[8] Berčík, J., Gálová, J., Horská, E., & Margianti, E. S. (2016). “Consumer neuroscience in practice: The impact of store atmosphere on consumer behavior”. Psychological Research, 24(2), 96-101. https://doi.org/10.3311/PPso.8715
[9] Berger-Grabner, D., & Huber, M. (2015). „The effect of neuromarketing elements at the point of sale on the consumer’s decision-making process: An empirical study in the retail sector“. IMC FH Krems, Austria.
Objavljeno
2024-12-25
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
