| Sažetak | U ovom diplomskom radu istražuje se, analizira i objašnjava novija znanstvena disciplina u kojoj se koriste tehnike neuroznanosti da bi se razumio um potrošača objašnjavajući njihove preferencije, motivacije i očekivanja: neuromarketing. Literatura navodi da upotreba neuroznanosti u marketingu omogućuje postupak čitanja misli potencijalnih potrošača kojim će se utjecati na njihove odluke o kupnji. Ovaj rad nastojat će artikulirati etičke probleme zbog kojih su najčešće izazvane zabrinutosti u vezi autonomije, informiranog pristanka, povjerljivosti i privatnosti potrošača tijekom neuromarketinškog eksperimenta. Iz tog razloga proveden je neuromarketinški eksperiment i prikriveno istraživanje kojim su se ispitali stavovi potrošača o neuromarketingu i mijenjaju li se nakon iskustva neuromarketinškog eksperimenta uz pomoć EEG tehnike. Sukladno rezultatima, vidljivo je kako ispitanici stvaraju određene podražaje nakon provedenog eksperimenta što dovodi do određenih zaključka o doprinosu ove discipline. Rezultati istraživanja prikazuju kako ispitanici pozitivno reagiraju na sudjelovanje i njihovo ispitivanje unutar eksperimenta, međutim uz prisutnost sumnje prema etičnosti same discipline. Rad također ispituje aktivacije ispitanika i kritičnu ulogu neuromarketinga u području marketinga. Točnije, otkriva da potrošači imaju poteškoće opisati svoje prave osjećaje i emocije prema određenoj marki, a što se u krajnjem slučaju može duboko istražiti ovom novom znanstvenom disciplinom. |
| Sažetak (engleski) | In this thesis, a new scientific discipline is researched, analyzed and explained: neuromarketing. It is a discipline that uses neuroscience techniques to understand the mind of consumers by explaining their preferences, motivations and expectations. There are claims that the use of neuroscience in marketing is synonymous with the so-called buy button, which enables the mind-reading process of potential consumers to influence their purchasing decisions. For this reason, there is opposition to the use of this marketing tool, because it is often considered to be a process of potentially managing the brain activity of consumers with the aim of improving the organization's services, which is considered an unethical act in the extreme. This paper will seek to articulate the ethical issues that have most often raised concerns regarding consumer autonomy, informed consent, confidentiality, and privacy during a neuromarketing experiment. Optimism about the potential of neuromarketing is attributed to the expectation that it can provide marketers with information about consumers that would otherwise be unattainable through traditional marketing methods. For this reason, a neuromarketing experiment was conducted, which sought to see whether there are consumer attitudes about neuromarketing and whether they influence its application. The goal was to examine the emotions of the subjects during the research with the help of the EEG technique. According to the results, it is evident that the respondents create certain emotions, even though the research subject was covered. The results of the research show how the respondents react positively to participation and their examination within the experiment, however, with the presence of doubt regarding the ethics of the discipline itself. Therefore, the respondents answered that they consider neuromarketing an unknown field of research, but with great potential for fulfilling consumer needs. The paper also examines the brain activations of respondents and the critical role of neuromarketing in the field of marketing. More specifically, it reveals that consumers have difficulty describing their true feelings and emotions towards a certain brand, which can ultimately be deeply explored by this new scientific discipline as proven here by the EEG testing method. |
