Advances in the development of neuromarketing research methods and techniques, over the past two decades, have enabled their application not only for scientific purposes, but also for commercial purposes of researching consumer behavior. This paper will review various methods and techniques of neuromarketing research, highlighting the advantages and disadvantages of using these, for the purpose of consumer behavior research. As a research part of the paper, combined laboratory neuromarketing research (EEG and eye tracking) was conducted, that examined implicit attitudes of consumers (attention and emotions, in real time, from second to second), whose goal was to examine how consumers react implicitly to different marketing stimuli (TV commercials for Coca Cola and Pepsi Cola brands). The research additionally examined whether there is an overlap of conscious consumer attitudes, collected by the research method through a questionnaire, with the results of the combined neuromarketing research. The research found that the tested marketing stimuli have a positive impact on the implicit positioning of tested FMCG brands. In addition, by comparative analysis of explicit and implicit consumer attitudes, it was found that there is agreement between them. Finally, the research found that neuromarketing research has the potential to improve marketing communication (tested TV commercials), and thus the positioning of FMCG brands.
{"title":"Methods and techniques of neuromarketing research","authors":"D. Lukic","doi":"10.5937/mkng2103185l","DOIUrl":"https://doi.org/10.5937/mkng2103185l","url":null,"abstract":"Advances in the development of neuromarketing research methods and techniques, over the past two decades, have enabled their application not only for scientific purposes, but also for commercial purposes of researching consumer behavior. This paper will review various methods and techniques of neuromarketing research, highlighting the advantages and disadvantages of using these, for the purpose of consumer behavior research. As a research part of the paper, combined laboratory neuromarketing research (EEG and eye tracking) was conducted, that examined implicit attitudes of consumers (attention and emotions, in real time, from second to second), whose goal was to examine how consumers react implicitly to different marketing stimuli (TV commercials for Coca Cola and Pepsi Cola brands). The research additionally examined whether there is an overlap of conscious consumer attitudes, collected by the research method through a questionnaire, with the results of the combined neuromarketing research. The research found that the tested marketing stimuli have a positive impact on the implicit positioning of tested FMCG brands. In addition, by comparative analysis of explicit and implicit consumer attitudes, it was found that there is agreement between them. Finally, the research found that neuromarketing research has the potential to improve marketing communication (tested TV commercials), and thus the positioning of FMCG brands.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"105 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72493945","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Svetlana Bunčić, J. Krstić, Milica Kostić-Stanković
While in the theory of rational decision making, it is considered that people's choices remain consistent and predictable even in cases when same information is presented in different ways, in real situations consumers' decisions are affected by their personal characteristics, habits, norms and past experience, as well as limitations of human cognitive mechanisms. In general, heuristics can be perceived as fast cognitive processes in decision making which can sometimes lead to the occurrence of biases which shape the final decision. In marketing communication, the general capacity of people to make cognitive errors encourage the application of certain principles in formulation of messages in order to instigate recipients to make predictable cognitive errors when making decisions. The subject of the research is to determine how the encouragement of cognitive biase sin marketing communication can affect decisions of messages recipients. The research included the application of two research methods observation and experimental method. In as many as 80% of the observed advertisements, the encouragement of at least one cognitive bias was registered. In both experimental situations, it was shown that the willingness to pay for a product depends on the way the promotional message is formulated.
{"title":"Cognitive biases in marketing communication: Influence of anchoring and message framing on consumers' perception and willingness to purchase","authors":"Svetlana Bunčić, J. Krstić, Milica Kostić-Stanković","doi":"10.5937/mkng2102103b","DOIUrl":"https://doi.org/10.5937/mkng2102103b","url":null,"abstract":"While in the theory of rational decision making, it is considered that people's choices remain consistent and predictable even in cases when same information is presented in different ways, in real situations consumers' decisions are affected by their personal characteristics, habits, norms and past experience, as well as limitations of human cognitive mechanisms. In general, heuristics can be perceived as fast cognitive processes in decision making which can sometimes lead to the occurrence of biases which shape the final decision. In marketing communication, the general capacity of people to make cognitive errors encourage the application of certain principles in formulation of messages in order to instigate recipients to make predictable cognitive errors when making decisions. The subject of the research is to determine how the encouragement of cognitive biase sin marketing communication can affect decisions of messages recipients. The research included the application of two research methods observation and experimental method. In as many as 80% of the observed advertisements, the encouragement of at least one cognitive bias was registered. In both experimental situations, it was shown that the willingness to pay for a product depends on the way the promotional message is formulated.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"37 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88506056","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Digitalization of procurement is a path to e-procurement and includes a set of practices and technologies, which through smart use of data, ICT and automation, raises the efficiency and effectiveness of existing and leads to the development of new procurement processes and activities. The most common notion of digitalization of procurement in retail implies the implementation of certain electronic solutions in various e-procurement phases of the retailer. Procurement and selling are two sides of the same retail coin. From time immemorial, business logic has dictated that everything should be procured rationally and that only what can be sold should be procured. With the modernization of retail come new challenges, which require exceptional coordination between sales and purchasing activities. Therefore, in certain circumstances, the digitization of sales may affect the digitization of procurement, and vice versa. The concept of multiple channel sales has been extensively present, from the moment when retailers started using multiple marketing channels in parallel. In this regard, modern, theoretically narrower understanding of multiple channel business implies the intersection of physical and digital sales channels. The market implications of the COVID-19 pandemic only further accentuated the need to integrate traditional and electronic sales channels, in order to respond to contactless purchasing requests. Achieving a multiple channel strategy is usually multi-iterative, as the retailer goes through the previous multiple channel phases, gradually expanding the range of sales channels and their integration. In this regard, Jocevski et al. (2019) noted that the key predispositions for the transition from a multichannel to an omnichannel strategy are a "seamless" shopping experience, data integration, and effective supply chain management. By its nature, the digitalization of retail procurement, as a business process, touches on all three key aspects of multiple channel integration. It is in this context that it is necessary to look for the previously mentioned link between the digitization of procurement and sales. Therefore, the focus of this paper will be on locating and explaining the specific ways in which procurement digitalization can affect the multiple channel integration of retail business.
{"title":"The importance of digitalization of procurement in achieving multiple channel retail excellence","authors":"Zoran Bogetić, D. Stojković, Aleksa Dokić","doi":"10.5937/mkng2103163b","DOIUrl":"https://doi.org/10.5937/mkng2103163b","url":null,"abstract":"Digitalization of procurement is a path to e-procurement and includes a set of practices and technologies, which through smart use of data, ICT and automation, raises the efficiency and effectiveness of existing and leads to the development of new procurement processes and activities. The most common notion of digitalization of procurement in retail implies the implementation of certain electronic solutions in various e-procurement phases of the retailer. Procurement and selling are two sides of the same retail coin. From time immemorial, business logic has dictated that everything should be procured rationally and that only what can be sold should be procured. With the modernization of retail come new challenges, which require exceptional coordination between sales and purchasing activities. Therefore, in certain circumstances, the digitization of sales may affect the digitization of procurement, and vice versa. The concept of multiple channel sales has been extensively present, from the moment when retailers started using multiple marketing channels in parallel. In this regard, modern, theoretically narrower understanding of multiple channel business implies the intersection of physical and digital sales channels. The market implications of the COVID-19 pandemic only further accentuated the need to integrate traditional and electronic sales channels, in order to respond to contactless purchasing requests. Achieving a multiple channel strategy is usually multi-iterative, as the retailer goes through the previous multiple channel phases, gradually expanding the range of sales channels and their integration. In this regard, Jocevski et al. (2019) noted that the key predispositions for the transition from a multichannel to an omnichannel strategy are a \"seamless\" shopping experience, data integration, and effective supply chain management. By its nature, the digitalization of retail procurement, as a business process, touches on all three key aspects of multiple channel integration. It is in this context that it is necessary to look for the previously mentioned link between the digitization of procurement and sales. Therefore, the focus of this paper will be on locating and explaining the specific ways in which procurement digitalization can affect the multiple channel integration of retail business.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"26 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89090514","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
D. Cvijanović, Marija Mandarić, J. Ognjanović, D. Sekulić
The aim of paper is to examine students' satisfaction of teaching in the classroom and online teaching. Students' satisfaction is a key determinant of students' loyalty and the spread of positive word-of-mouth, which affects the image of the faculty and the future of its business. Due to the Covid-19 pandemic, higher education institutions were forced to quickly adapt to the newly created circumstances in education and switch from classical classroom teaching to online teaching. The paper analyses the current literature on the importance of managing relationships with service users, the concept of students' satisfaction and highlights key factors for teaching. The research was conducted on a suitable sample consisting of third-and fourth-year students at the state faculty in Serbia. The data analysis included 168 validly completed questionnaires and based on these results, the paper discusses the implications and provides guidelines for future research. The study will be useful for teachers to identify factors that will improve the level of students' satisfaction with online teaching during the Covid-19 pandemic and later when teaching return to the classrooms.
{"title":"Students' satisfaction with teaching before and during Covid-19 pandemic","authors":"D. Cvijanović, Marija Mandarić, J. Ognjanović, D. Sekulić","doi":"10.5937/mkng2104271c","DOIUrl":"https://doi.org/10.5937/mkng2104271c","url":null,"abstract":"The aim of paper is to examine students' satisfaction of teaching in the classroom and online teaching. Students' satisfaction is a key determinant of students' loyalty and the spread of positive word-of-mouth, which affects the image of the faculty and the future of its business. Due to the Covid-19 pandemic, higher education institutions were forced to quickly adapt to the newly created circumstances in education and switch from classical classroom teaching to online teaching. The paper analyses the current literature on the importance of managing relationships with service users, the concept of students' satisfaction and highlights key factors for teaching. The research was conducted on a suitable sample consisting of third-and fourth-year students at the state faculty in Serbia. The data analysis included 168 validly completed questionnaires and based on these results, the paper discusses the implications and provides guidelines for future research. The study will be useful for teachers to identify factors that will improve the level of students' satisfaction with online teaching during the Covid-19 pandemic and later when teaching return to the classrooms.","PeriodicalId":30072,"journal":{"name":"Management Marketing","volume":"72 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86373767","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：