THE ROLE OF NEUROMARKETING IN MEASURING EMOTIONAL REACTIONS TO ADVERTISING MESSAGES
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| Format: | Recurso digital |
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2026
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| _version_ | 1866901916270723072 |
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| author | Katanić Z. Stankov S. |
| author_facet | Katanić Z. Stankov S. |
| contents | <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> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_19044498 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | THE ROLE OF NEUROMARKETING IN MEASURING EMOTIONAL REACTIONS TO ADVERTISING MESSAGES Katanić Z. Stankov S. neuromarketing, emotions, advertising messages, consumer behavior, emotional engagement. <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> |
| title | THE ROLE OF NEUROMARKETING IN MEASURING EMOTIONAL REACTIONS TO ADVERTISING MESSAGES |
| topic | neuromarketing, emotions, advertising messages, consumer behavior, emotional engagement. |
| url | https://doi.org/10.5281/zenodo.19044498 |