Sytuacja i możliwości wykorzystania badań neuromarketingowych na rynku polskim

Aneta Disterheft; Marta Woźniak

Published : 2017-08-30

Vol. 75 No. 4 (2017)

The Current Situation and Opportunities for Applying Neuromarketing Research in Poland

Aneta Disterheft

Marta Woźniak

Abstract

Neuromarketing is a rapidly growing research field, leveraging the achievements of neuroscience. Despite its large research potential, negative opinions about the field are still quite common. The article aims to present the current status and role of neuromarketing research in the Polish market and to analyse first-hand opinions about the field from market research practitioners. The authors discuss the most important research methods used in the field, with their possible applications, and provide arguments in favour of neuromarketing techniques and their future development. The article is a meta-analysis of empirical studies, business articles and interviews with market research practitioners.(original abstract)

Keywords:

Marketing research, Neuromarketing

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Disterheft, A., & Woźniak, M. (2017). The Current Situation and Opportunities for Applying Neuromarketing Research in Poland. Zeszyty Naukowe Wyższej Szkoły Bankowej W Poznaniu, 75(4). Retrieved from https://journals.wsb.poznan.pl/index.php/znwsb/article/view/816

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Aneta Disterheft

Affiliation:

Uniwersytet Ekonomiczny w Poznaniu Poland

Marta Woźniak

Affiliation:

Uniwersytet Ekonomiczny w Poznaniu Poland