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Applying of the Neuromarketing in Customer Behaviour Analysis
Doležel, Libor ; MBA, Michael Hanzelka, (referee) ; Chalupský, Vladimír (advisor)
The goal of this bachelor thesis is to analyze attitudes of costumers towards brands with method of measuring reaction times, respectively with the implicit association test, which is a tool of the neuromarketing. Individual methods and technics used in neuromarketing are divided in the theoretical part, along with its ethical issue and there is also a peek at brand. The analysis part is focused on the analysis of obtained data from respondents. In the recommendation part we focus on possible change of customers’ attitudes towards brands.
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Customer behavior in a specific area
Hrubý, Filip ; Mgr.Gabriela Löbel (referee) ; Mráček, Pavel (advisor)
The bachelor thesis analyzes consumer behavior in the market of electric vehicles. It focuses on understanding a certain group of customers who are close to the subject. In the first part are theoretically defined basic terms related to the issue of customer, his behavior marketing and neuromarketing In the next sections is performed analysis, own experience with sales and its support. In conclusion, the facts and understanding of the customer are presented.
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Neuromarketing: emocionální apely v reklamách v odvětví cestovního ruchu
Sokolová, Simona
Krejčová, S. Neuromarketing: emotional appeals in tourism advertising. Diploma thesis. Brno: Mendel University in Brno, 2023. This diploma thesis is focused on the phenomenon of emotional appeals used in tourism advertisements from a neuromarketing perspective. These appeals are adventure, humor, calm, family, romance, fear, and disgust. The goal of the thesis was to provide recommendations for the development of marketing strategies in the tourism industry based on marketing research. The secondary goal was to investigate the brain response in selected EEG metrics to these appeals. In the theoretical part, topics related to marketing, neuromarketing, emotional appeals, and tourism were covered. In the practical part, research was conducted which consisted of using a combination of eye-tracking and EEG devices. The research was supplemented by a questionnaire survey. The measured data from the research was analysed using statistics and was supplemented with the results from the questionnaires. It was found out that there was no preference for the humor appeal over the other observed appeals. In particular, the preferred emotional appeal was the appeal of calm followed by the appeal of romance and adventure. Participants were most reluctant to the appeal of disgust.
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Vplyv vybraných aspektov online prostredia na hlasovanie o projektoch v rámci participatívnych rozpočtov
Benková, Nina
Benková, N. The influence of selected aspects of the online environment on voting on projects regarding participatory budgeting. Bachelor thesis. Brno: Mendel University, 2023. The thesis focuses on revealing the distorting factors which can occur within the online platforms created by the municipality for the purpose of citizen voting on participatory budgeting. The goal of the thesis is to use the revealed factors to propose optimization of online platforms so that the projects selected for funding by public sources reflect the authentic preferences of citizens. The respondents’ gaze length data regarding the individual components of the projects obtained by the eye-tracking method, answers regarding the selection of projects and information obtained through interviews with respondents, are compared with the theoretical background elaborated in the literature review. Based on the processing of this information, it was found that the researched distorting factors can have an impact on the decisions of future voters.
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Tvorba metodiky pre výber zamestnancov s využitím merenia elektrodermálnej aktivity so zameraním na kariérnu orientáciu a motiváciu
Slivoňová, Lucia
Slivoňová, L. Creation of a methodology for employee selection using electrodermal activity measurement with a focus on career orientation and motivation. Brno: Mendel University in Brno, 2023. This thesis deals with the development of a new methodology for the se-lection of employees for employment and examines the actual motivation and orientation of employees; emphasis is also placed on personality traits. The rese-arch is conducted using a neuromarketing tool, electrodermal activity, which me-asures skin activity and is complemented by traditional methods. The literature review describes consumer neuroscience, neuromarketing, personality theory, and work motivation and orientation. The analytical part focuses on the analysis of personality and motivation, the analysis of the questionnaire survey and the measurement of electrodermal activity, and finally the overall linking of the results of the analyses into a whole.
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Facial Coding as a tool in neuromarketing research of emotional response
Picková, Barbora ; Koudelková, Petra (advisor) ; Strielkowski, Wadim (referee)
Bachelor's thesis is devoted to the topic of neuromarketing research of consumer behaviour. It focuses specifically on one research tool, belonging to this category, called Facial Coding. The introduction part presents the theoretical foundations on which this technique is based, especially the psychology of emotion and its background. It describes the six basic emotions, which are measured by this tool. The founder of the Facial Coding research method, Paul Ekman, is then introduced and his studies of human face are recounted. The third part of the text describes the modern form of Facial Coding, its advantages and disadvantages and the applications of this tool in marketing research, which are illustrated by few practical examples.
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Neuroekonomie a marketing
Nesvadbová, Radka
Neuroeconomics is one of the newest neuroscience. By using various imaging methods, it is trying to come on (at the neural level) how the human brain works in decision making in the economic environment. One of its offspring is neuromarketing, which applies this acquired knowledge to the marketing practise. The aim of this thesis is to propose, using literature research, what knowledge marketing can draw from and at the same time provide a comprehensive overview of this issue in the Czech language.
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Customer behavior in a specific area
Hrubý, Filip ; Mgr.Gabriela Löbel (referee) ; Mráček, Pavel (advisor)
The bachelor thesis analyzes consumer behavior in the market of electric vehicles. It focuses on understanding a certain group of customers who are close to the subject. In the first part are theoretically defined basic terms related to the issue of customer, his behavior marketing and neuromarketing In the next sections is performed analysis, own experience with sales and its support. In conclusion, the facts and understanding of the customer are presented.
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Olfactory marketing - the usage of natural and artificially spread aroma in retail stores selling natural cosmetics
Plachá, Linda ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The bachelor thesis "Olfactory marketing - The usage of natural and artificially propagated aroma in retail stores of natural cosmetic products" deals with the usage of olfactory marketing in the field of business and its influence on the customer. Thesis will be divided into two parts - theoretical and practical. The first chapter in the theoretical part, which deals with the brief characteristics and analysis of the current situation of in-store marketing, is an introduction to the theme of the whole work. The second chapter deals with the physiology of smell and emotional memory, which enables in-store marketing to use olfactus as a tool for effective sales promotion. History, principles and olfactory marketing in general are discussed in the last chapter of the theoretical part of this bachelor thesis. In this chapter, the text author deals in with the differences between artificially propagated and naturally fading smells at the point of sale. Olfactory marketing is belong to neuromarketing. Sensory marketing use human senses - taste, smell, sight and hearing. The practical part of the bachelor thesis is divided into four chapters. Each part deals with one of the examined brands and their shops. Chapters contain a brief description of selected brands - history, principles and ideas of the...
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The importance and use of neuromarketing in the selected company
ZIEGLEROVÁ, Vendula
The bachelor thesis to prove the importance and use of neuromarketing for marketing purposes. This thesis describes in detail the basic concepts of neuromarketing and the most used methods. The basic concepts that are necessary to understand the subject are defined. The thesis contains a description and acquired knowledge from neuromarketing research in practice.
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