Analysis of Consumer Awareness of Neuromarketing

Abstract

Neuromarketing research is being used by more and more companies to gain a better understanding of what is happening in a body of consumers when they are subject to marketing incentives and when purchasing decisions are being made. The presented research aims to examine the consumers' awareness of neuromarketing and their willingness to participate in neuromarketing research. Based on the goal, two hypotheses were established. The research sample consisted of 222 respondents aged from 20 to 52 years. In terms of consumer willingness to undergo Neuro-Biofeedback, we can observe that the Slovak population is more inclined to undergo the research than not to undergo.