Neuromarketing: A New Conceptual Model of Consumer Behavior

Abstract

In this research will be discussed a completely new and complex discipline "Neuromarketing", which not yet in widespread used in the marketing world. Due to the integration of the traditional marketing, general psychology and neurology been released new research field as a "neuromarketing", that related issues are among the most complex and controversial issues facing the modern society. The importance of the research is investigation of consumer behavior in the 21st century, also attempting to create a new conceptual model of consumer behavior using the results of neuromarketing research. The main aim of the research is to use the results of neuromarketing studies to determine consumer preferences and behavior; to reveal the relationship between consumer behavior and neuromarketing. This study applied quantitative methods of data collection therefore questionnaires have been distributed to collect the data. As a result of research was created the multivariate model, which called the "nöromodel", that include neuromarketing factors affecting consumer behavior.