2020
The effect of sensory marketing from the perspective of neuromarketing
ROSENLACHER, Pavel a Jaromír TICHÝZákladní údaje
Originální název
The effect of sensory marketing from the perspective of neuromarketing
Název česky
Vliv smyslového marketingu z pohledu neuromarketingu
Název anglicky
The effect of sensory marketing from the perspective of neuromarketing
Autoři
ROSENLACHER, Pavel (203 Česká republika, garant, domácí) a Jaromír TICHÝ (203 Česká republika, domácí)
Vydání
GRANT Journal, Hradec Králové, Magnanimitas, 2020, 1805-062X
Další údaje
Jazyk
čeština
Typ výsledku
Článek v odborném periodiku
Obor
50101 Psychology
Stát vydavatele
Česká republika
Utajení
není předmětem státního či obchodního tajemství
Odkazy
Kód RIV
RIV/04274644:_____/20:#0000652
Organizační jednotka
Vysoká škola finanční a správní
Klíčová slova česky
Marketing, neuromarketing, smyslový marketing, eye tracking, marketingová komunikace
Klíčová slova anglicky
Marketing; neuromarketing; sensory marketing; eye tracking; marketing communication
Štítky
Příznaky
Mezinárodní význam, Recenzováno
Změněno: 8. 4. 2021 12:25, Bc. Jan Peterec
V originále
The aim of the survey was to find out by which sensory organ the most emotional reactions are evoked within the subjective evaluation of the product. The set goal was fulfilled by neuromarketing research with the help of several biomedical methods. This involved monitoring of brain activity using EEG, by which not only the emotional response was determined, but also the degree of attention that the respondent paid to the tested product. In addition to the EEG method, the respondents were monitored for skin surface temperature, cardiac activity – blood volume pulse (BVP) and galvanic skin resistance (GSR). The research also included a questionnaire survey, where respondents assessed using a numerical scale to what extent the tested product emotionally appealed to them. The neuromarketing data showed that the emotional reactions to the tested product were manifested by the visual and olfactory effects of the product. However, in the subsequent questionnaire evaluation after the end of data collection, the respondents perceived the tested product most emotionally through sight, smell and touch.
Anglicky
The aim of the survey was to find out by which sensory organ the most emotional reactions are evoked within the subjective evaluation of the product. The set goal was fulfilled by neuromarketing research with the help of several biomedical methods. This involved monitoring of brain activity using EEG, by which not only the emotional response was determined, but also the degree of attention that the respondent paid to the tested product. In addition to the EEG method, the respondents were monitored for skin surface temperature, cardiac activity – blood volume pulse (BVP) and galvanic skin resistance (GSR). The research also included a questionnaire survey, where respondents assessed using a numerical scale to what extent the tested product emotionally appealed to them. The neuromarketing data showed that the emotional reactions to the tested product were manifested by the visual and olfactory effects of the product. However, in the subsequent questionnaire evaluation after the end of data collection, the respondents perceived the tested product most emotionally through sight, smell and touch.