341 KB36 KB200920252019Popović Šević, NevenkaRadojević, IvanaSlijepčević, Milicaštevilka:1letnik:11str. 72-83ISSN:1855-6175COBISSID_HOST:513083440URN:URN:NBN:SI:doc-SDMKROHIenDoba EpisMednarodno inovativno poslovanjeconsumer behaviourethicsetikalimiting aspectsneuromarketing researchneurosciencenevromarketinške raziskavenevroznanostiomejitveni vidikivedenje potrošnikovLimiting aspects of neuromarketing research| Omejitveni vidiki nevromarketinških raziskav|Marketing specialists, marketing academics and neurologists define more effective strategic approaches for communication with modern consumers through neuromarketing. Defining the limiting factors in the neuromarketing research process by examining the attitudes of relevant respondents was the aim of this empirical research. The conclusion was that neuromarketing research is a modern approach to understanding consumer behaviour during the process of purchasing products and services and that, within certain limits, is in line with ethical criteriaMarketinški strokovnjaki in akademiki ter nevrologi lahko opredelijo učinkovitejše pristope komuniciranja s sodobnimi potrošniki s pomočjo nevromarketinških raziskav. Cilj empirične raziskave je bil opredelitev omejitvenih dejavnikov v procesu nevromarketinških raziskav skozi raziskovanje stališč sodelujočih. Ugotovili smo, da so nevromarketinške raziskave sodoben pristop k razumevanju vedenja potrošnikov v procesu nakupa izdelkov in storitev in da so v določenih mejah v skladu z etičnimi meriliTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDOBA Fakulteta za uporabne poslovne in družbene študije Maribor