Νευρομάρκετινγκ και η εφαρμογή του στο χώρο της υγείας
Neuromarketing and its applications in the health sector
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Keywords
Νευρομάρκετινγκ ; Υγεία ; Καταναλωτική συμπεριφορά ; Neuromarketing ; Health ; Consumer behaviorAbstract
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.