@conference{
author = "Marinković, Dragan",
year = "2021",
abstract = "Neuroscience is a multidisciplinary science based on physiology, molecular biology, psychology, and mathematical modeling with the goal of studying the nervous system. The scope of neuroscience has expanded over time, and as a result of this process, several sub-disciplines have emerged with great impact on human society. Neuromarketing, also known as Consumer Neuroscience, studies the human brain to predict and possibly even manipulate consumer behavior and decision making. It is based on the fact that the nervous system and its central part, the brain, which is the source of all feelings, thoughts and actions, act as bioelectrical devices whose activity can be measured. Therefore, various electrophysiological techniques such as brain imaging, eye tracking, facial coding, electroencephalography, galvanic skin response, etc. can be used to detect and predict decision making. Knowing the details of consumer behavior is an excellent starting point for developing marketing strategies. This paper discusses various electrophysiological techniques that originated in neuroscience and have recently become important tools in neuromarketing., Neuronauka je multidisciplinarna
nauka zasnovana na fiziologiji, molekularnoj
biologiji, psihologiji i matematičkom modeliranju sa
konačnim cilјem izučavanja nervnog sistema. Predmet
istraživanja neuronauke se vremenom proširio i kao
rezultat ovog procesa razvile su se različite
poddiscipline koje imaju snažan uticaj na lјudsko
društvo. Neuromarketing, takođe poznat i kao
Neuronauka potrošača, izučava lјudski mozak kako bi
predvidela i moguće čak i manipulisala ponašanjem
potrošača i procesom njegovog donošenja odluka.
Zasniva se na činjenici da je nervni sistem i njegov
centralni deo mozak izvor svih osećanja, misli i akcija,
kao i da deluje poput bioelektričnog uređaja čija
aktivnost može biti merena. Stoga različite
elektrofiziološke tehnike kao oslikavanje mozga,
praćenje oka, kodiranje ekspresije lica,
elektrencefalografija, elektroprovodlјivost kože itd.
mogu biti korišćene kako bi se zabeležio i predvideo
proces donošea odluke kod potrošača. Poznavanje
ponašanja potrošača je odlična početna pozicija za
razvoj strategije u marketingu. U ovom radu
razmatrane su različite elektrofiziološke tehnike koje
potiču iz oblasti neuronauke i odskora jesu važan alat
za neuromarketing.",
publisher = "Novo mesto : Založba Univerze",
journal = "10th International Scientific Conference “ Globalisation challenges and the socialeconomic environment of the EU",
title = "Neuroscience as a Resource of Powerful Tools for Marketing",
pages = "300-296",
url = "https://hdl.handle.net/21.15107/rcub_rfasper_4272"
}