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Świerczyńska-Kaczor Urszula (Uniwersytet Humanistyczno-Przyrodniczy Jana Kochanowskiego w Kielcach)
Neuroscience in Consumer Marketing Research : an Analysis Drawn from the Examples of Food Products
Neuroobrazowanie w badaniach marketingowych konsumentów : analiza na przykładzie produktów żywnościowych
Acta Scientiarum Polonorum. Oeconomia, 2015, R. 14, nr 2, s. 163-172, tab., bibliogr. 23 poz.
Badania marketingowe, Badania konsumenckie, Produkty żywnościowe
Marketing research, Consumer research, Food products
streszcz., summ.
Celem prowadzonych w artykule rozważań jest wzbogacenie dyskusji dotyczącej możliwości zastosowania metod neuroobrazowania w badaniach marketingowych. Prowadzone rozważania szczególnie akcentują trzy obszary: metody badawcze, wyniki badań i możliwości ich interpretacji oraz aspekt etyczny. Ze względu na początkową fazę rozwoju neuroekonomii oraz badań marketingowych na podstawie neuroobrazowania artykuł częściowo ma opisowy charakter. W celu zobrazowania prowadzonej dyskusji w artykule zaprezentowano wybrane studia badawcze, szczególnie te powiązane z produktami żywnościowymi. (abstrakt oryginalny)

This article aims to contribute to the discussion about the potential for the implementation of consumer neuroscience into marketing research. This article highlights three areas of consumer neuroscience: methods used by consumer neuroscience, the findings and their interpretations and the ethical aspects. The article has a partly descriptive character as the research area of neuroeconomics or consumer neuroscience is new. To illustrate the investigated problems the selected studies, especially connected with food products, were presented as a review of literature. (original abstract)
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Full text
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