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master's thesis
PERCEPCIJA POTROŠAČA O ETIČNOSTI I KORISNOSTI NEUROMARKETINGA
diplomski rad
2022. urn:nbn:hr:124:131191
Rešetar, Nina
University of Split
Faculty of economics Split

Cite this document

Rešetar, N. (2022). PERCEPCIJA POTROŠAČA O ETIČNOSTI I KORISNOSTI NEUROMARKETINGA : diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:131191

Rešetar, Nina. "PERCEPCIJA POTROŠAČA O ETIČNOSTI I KORISNOSTI NEUROMARKETINGA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:131191

Rešetar, Nina. "PERCEPCIJA POTROŠAČA O ETIČNOSTI I KORISNOSTI NEUROMARKETINGA : diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:131191

Rešetar, N. (2022). 'PERCEPCIJA POTROŠAČA O ETIČNOSTI I KORISNOSTI NEUROMARKETINGA : diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 19 October 2024, https://urn.nsk.hr/urn:nbn:hr:124:131191

Rešetar N. PERCEPCIJA POTROŠAČA O ETIČNOSTI I KORISNOSTI NEUROMARKETINGA : diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2022 [cited 2024 October 19] Available at: https://urn.nsk.hr/urn:nbn:hr:124:131191

N. Rešetar, "PERCEPCIJA POTROŠAČA O ETIČNOSTI I KORISNOSTI NEUROMARKETINGA : diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:124:131191

Metadata
TitlePERCEPCIJA POTROŠAČA O ETIČNOSTI I KORISNOSTI NEUROMARKETINGA : diplomski rad
AuthorNina Rešetar
MentorIvana Kursan Milaković (mentor)
MBZ: 350835
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2022-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Glavna svrha ovog rada bila je ispitati percepciju i stavove potrošača o etičnosti i korisnosti neuromarketinga. Istraživanje je provedeno na uzorku od 193 ispitanika od kojih je otprilike polovina upoznata s pojmom te ga smatraju dobrom i zanimljivom metodom za ispitivanje potreba kupaca. Nadalje, rezultati istraživanja su pokazali da je gotovo polovina ispitanika neodlučna kada je u pitanju percepcija etičnosti neuromarketinga, dok ga većina ispitanika smatra korisnim i rado bi se uključili u neuromarketinško istraživanje u svrhu poboljšanja njihovog kupovnog iskustva. Ipak, nije utvrđena značajna povezanost između percepcije potrošača o etičnosti i korisnosti neuromarketinga. Utvrđena je i slaba povezanost namjere sudjelovanja u neuromarketinškom istraživanju s percepcijom etičnosti neuromarketinga, kao i slaba pozitivna povezanost percepcije važnosti primjene neuromarketinga s percepcijom etičnosti istog. Dodatno, rezultati istraživanja pokazuju da pozitivni stavovi o neuromarketingu i percipirana korisnost istog pozitivno utječu na aktivnost potrošača u kreiranju potrošačkog iskustva. Na kraju rada su predstavljena ograničenja rada te smjernice za buduća istraživanja.
Abstract (english)
The main purpose of this paper was to examine the consumers’ perceptions and attitudes towards neuromarketing ethics and usefulness. The research was conducted on a sample of 193 respondents. In contrast, half of them were familiar with the subject while considering it an effective method of exploring consumer needs. Furthermore, the research results have shown that almost half of the respondents were indecisive regarding the ethics of neuromarketing, while the other half found it useful and showed the willingness to participate in neuromarketing research to enhance their shopping experience. However, no significant connection was established between the consumers’ perceptions of ethics and the usefulness of neuromarketing. A weak correlation was determined between the intention to participate in neuromarketing research and the perception of neuromarketing ethics. Also, a weak positive correlation between the perception of the importance of neuromarketing and ethics was established. In addition, research results show that positive attitudes toward neuromarketing and usefulness perception positively influence consumer activity in creating the overall consumer experience. Research limitations and future research directions are presented at the end of the paper.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:131191
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-09-14 08:40:25