Neuroscience as a Resource of Powerful Tools for Marketing

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.