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Vol.11, No.2, May 2022. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Analysis of Consumer Awareness of Neuromarketing
Zuzana Birknerová, Dávid Miško, Ivana Ondrijová, Barbara Nicole Čigarská
© 2022 Dávid Miško, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 11, Issue 2, Pages 870-875, ISSN 2217-8309, DOI: 10.18421/TEM112-47, May 2022.
Received: 10 March 2022. Revised: 30 April 2022.
Abstract:
Neuromarketing research is being used by more and more companies to gain a better understanding of what is happening in a body of consumers when they are subject to marketing incentives and when purchasing decisions are being made. The presented research aims to examine the consumers' awareness of neuromarketing and their willingness to participate in neuromarketing research. Based on the goal, two hypotheses were established. The research sample consisted of 222 respondents aged from 20 to 52 years. In terms of consumer willingness to undergo Neuro-Biofeedback, we can observe that the Slovak population is more inclined to undergo the research than not to undergo.
Keywords –Neuromarketing, consumer awareness, Neuro-Bio Feedback. |
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