How Companies use Neuromarketing to Build their Customer Base

undergraduate thesis

• Author: Sahar Elkhalifa
• Mentor: Mario Spremić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2022-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

This research paper will discuss the importance of neuromarketing, and how it has helped companies build their customer base. The research paper will first dive into the inception of neuromarketing. Furthermore, it will provide an understanding of what neuromarketing is, and the tools it uses to carry out experiments such as fMRI, PET, EEG, eye tracking gaze and biometrics whilst, discussing their advantages and disadvantages. This research paper will also evaluate the ways in which leading companies successfully implemented neuromarketing techniques and what the implications of those were. Finally, the study will discuss the challenges of neuromarketing including its legal aspects, alongside it's advantages. In this research paper, I will gather information mainly through primary sources consisting of research studies, books, websites, journals, and scientific articles. Based on the findings gathered from this paper we can conclude that neuromarketing is an important play in marketing today.

• Keywords: Neuromarketing; marketing; neuroscience
• Language: english
• URN:NBN: urn:nbn:hr:148:084131
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2022-09-26 18:35:21