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| Hlavní autoři: | , |
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| Médium: | Recurso digital |
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Zenodo
2026
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| Témata: | |
| On-line přístup: | https://doi.org/10.5281/zenodo.19044498 |
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Obsah:
- <p><span lang="EN-US">This paper explores contemporary approaches in neuromarketing, with a particular focus on measuring consumers’ emotional reactions to advertising messages. Starting from the assumption that emotions play a key role in the consumer decision-making process, the paper analyzes how neurological and behavioral tools—such as electroencephalography (EEG), eye tracking, and facial expression analysis—enable a more precise understanding of unconscious responses to marketing content. In addition to a theoretical review of the literature, the paper includes an analysis of neuromarketing campaigns by well-known brands such as Coca-Cola, Nike, Procter & Gamble, and Google, thereby confirming the growing importance of applying neuroresearch in modern business practices. The conclusions indicate that neuromarketing is not merely a technological innovation, but a strategic tool that allows marketers to communicate with consumers on a deeper, emotional level.</span></p>