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- Title
BENEFITS AND THREATS OF NEUROMARKETING: 2 THEORETICAL BACKGROUND AND PRACTICAL USE.
- Authors
ANTONIAK, Marcin
- Abstract
Purpose: the present paper aims to explore the origins of neuromarketing, its current position, 7 technologies and major limitations, as well as to discuss its possible future development. 8 Design/methodology/approach: this is a theoretical article. For its purposes an in-depth 9 literature review has been conducted. Additionally, in order to shed light on challenges faced 10 by researchers using neuromarketing tools, the currently available knowledge has been 11 synthesized. 12 Findings: the study has shown that neuromarketing technologies provide invaluable 13 information on the subconscious mental processes influencing the customer’s behaviour. 14 However, despite their considerable scientific potential, they pose potential threats regarding 15 their unauthorised use. Hence, the research emphasises the need to maintain particularly high 16 standards and to protect people against inappropriate and unethical use of neuromarketing 17 strategies . 18 Originality/value: the paper can be used by theoreticians and practitioners of neuroeconomics 19 who want to deepen their knowledge of research and tools used in neuromarketing. It presents 20 the most frequently used technologies as well as the opportunities and threats related to their 21 use in an in-depth and innovative way.
- Subjects
NEUROMARKETING; NEUROECONOMICS; LITERATURE reviews
- Publication
Scientific Papers of Silesian University of Technology. Organization & Management / Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie, 2020, Issue 148, p9
- ISSN
1641-3466
- Publication type
Article
- DOI
10.29119/1641-3466.2020.148.1