Roczniki Kolegium Analiz Ekonomicznych

Zeszyt 40/2016

Kolegium Analiz Ekonomicznych oświadcza, że wersją pierwotną czasopisma jest wersja papierowa.

Marcin Lewicki, Robert Romanowski

Społeczne uwarunkowania stosowania metod neuromarketingowych w założeniach ekonomii behawioralnej

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Social factors of neuromarketing methods used in behavioural economics assumptions

Abstract
The article presents the basic principles of behavioural economics that have an impact on the marketing research methods and allow to investigate the preferences of buyers belonging to Generations X, Y, and Z. The aim of this paper is to carry out a comparative analysis of the applicability of neuromarketing methods among consumers belonging to Generation Z in contrast to other generations. Neuromarketing as a method of marketing research taps deeply into the theories of behavioural economics and with each successive year strongly emphasises its presence in the world of science. Undoubtedly, it is the perfect complement to previously used methods, allowing researchers to get an answer to the question about the causes of specific consumer behaviours at their very core, i.e. reaching directly to the processes occurring in the brain of the buyer. Nevertheless, neuromarketing is not a method that would be free from any drawbacks, which in this case depend on the techniques used. It is presumed that the use of neuromarketing as a research method should increase. One of the reasons is the fact that results obtained through traditional research methods are often different from the actual consumer behaviour observed, which could be conditioned by social factors. Another factor may be the fact that Generation Z consumers grew up having a strong connection to new technologies. It should however be emphasised that the above assumptions require further studies.

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