Marketing of Scientific and Research Organizations
Traditional methods used in marketing research focus on the rationality of individuals and the co... more Traditional methods used in marketing research focus on the rationality of individuals and the conscious processes they are able to analyse and verbally expose. Developments in the field of neuroscience have proven that emotions are the fundamental basis from which the thoughts, behaviours and actions of individuals emerge. Thus, this paper explains the importance of the emotional dimension both in consumer decision-making and in measuring the impact of marketing activities. The purpose of the article is to indicate the current position of the use of neuromarketing and its tools in the analysis of consumer behaviour and show how an important role is played by emotions and the unconscious part of consumers’ minds during purchasing decisions. It is a review article, based on interdisciplinary knowledge, which brings to the fore new possibilities of studying not only the observed behaviour of consumers but also their minds — including decision-making processes, as well as the role of e...
Marketing of Scientific and Research Organizations
Traditional methods used in marketing research focus on the rationality of individuals and the co... more Traditional methods used in marketing research focus on the rationality of individuals and the conscious processes they are able to analyse and verbally expose. Developments in the field of neuroscience have proven that emotions are the fundamental basis from which the thoughts, behaviours and actions of individuals emerge. Thus, this paper explains the importance of the emotional dimension both in consumer decision-making and in measuring the impact of marketing activities. The purpose of the article is to indicate the current position of the use of neuromarketing and its tools in the analysis of consumer behaviour and show how an important role is played by emotions and the unconscious part of consumers’ minds during purchasing decisions. It is a review article, based on interdisciplinary knowledge, which brings to the fore new possibilities of studying not only the observed behaviour of consumers but also their minds — including decision-making processes, as well as the role of e...
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Papers by Patrycja Szulga