Νευρομάρκετινγκ και η εφαρμογή του στο χώρο της υγείας
Neuromarketing and its applications in the health sector
KeywordsΝευρομάρκετινγκ ; Υγεία ; Καταναλωτική συμπεριφορά ; Neuromarketing ; Health ; Consumer behavior
This paper discusses a relatively new and insufficiently explored marketing branch - neuromarketing. The goal of this paper's research is to focus on this relatively new branch of marketing and to indicate the direction the marketing is heading. The paper points out the relevance of internal factors and customers' emotions which have been largely neglected in the previous stages of marketing research; it has now become obvious that these factors will become a "key to success" of the marketing in future. The paper specifically focuses on the customer's perception and emphasizes the importance of internal, psychological factors affecting every person and their decisions in almost all real-life situations. The perception and psychological factors represent the core interest of marketing experts, given the fact that making decisions on buying products is one of the most common aspects of decision-making. The central topic of the paper is neuromarketing, i.e. its nature and most commonly used techniques and methods. Of particular interest are the neurodesign and neurobranding which focus on emotions, that is to say, which aim to "provoke" the desired emotions in customers by using various marketing tools such as color, scent, design, music, and the like. In addition, the paper explores the ethical aspect, i.e. ethical limits of the influence of the marketing techniques, strategies and tools on the customer, and presents an overview of the most common ethical problems and issues related to the use of neuromarketing. Finally, the paper focuses on case studies and in the application of neuromarketing in healthcare. This paper's research is based on the use of the existing sources and the previously conducted analyses of a number of cases in marketing practice. The objective is to draw the attention of scientists and practitioners to the necessity of further study of the sensitive matter of neuromarketing and its two aspects: on the one hand, neuromarketing will ensure a better and more efficient marketing management, resulting in increasing purchase of desired products/ services and better business outcomes; while on the other, this is clearly a very sensitive area involving ethical issues with regard to using marketing techniques and tools, so that one may rightfully ask: How much customers' free will is still left? Scientists and practitioners should be able to find out how to enhance the techniques and tools used by modern marketing and brand management, while, at the same time, respecting the ethics and customer's free will. This paper surely cannot provide a definite answer as tο whether meeting these two objectives is possible. These issues are, no doubt, very sensitive because they go beyond the scope of economy and management and enter the area of philosophy and ethics.