World Journal of Engineering Research and Technology

Branislav R. Tanasic*

ABSTRACT

It has long been known that electrical currents in the brain in response to stimulation of the senses occur. By placing the electrodes on the scalp, it is possible to register these bioelectric potentials or electrical activities, and this procedure is called electroencephalography - EEG. For years this non-invasive technique has been used in medicine as a diagnostic method. The combination of electroencephalography and A related medical research technique with marketing is called neuromarketing. Neuromarketing origin in the field of neuroscience and is applied in order to better understand the functioning of the human brain. It is a relatively new field of consumer and marketing research using the latest technology for the study of neurophysiological processes that take place when making individual decisions. Tools and methods used in neuromarketing analyzes are rapidly developing the ability to better visualize consumer subconscious responses to environmental concerns. In fact, neuromarketing represents the bridge between marketing and neuroscience, a research field that is developing extremely vigorously.

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