Bihevioralna ekonomija, neuroekonomija, neuromarketing
Keywords:
bihevioralna ekonomija, bioetika, manipulacija, neuroekonomija, neuromarketing, konzumerizam, persuazijaAbstract
Bihevioralna ekonomija, neuroekonomija i neuromarketing relativno su nova
interdisciplinarna područja znanosti koja spajaju neuroznanost, ekonomiju i psihologiju. Proučavaju čimbenike koji modeliraju ljudsko potrošačko ponašanje kao što su heuristike pri donošenju odluka, te utječu na njega. U području neuromarketinga koriste se tehnike poput snimanja mozga (fMRI, PET, EEG) i fiziološke mjere (broj otkucaja srca, brzina disanja i galvanska reakcija kože), čime se dobiva uvid u ljudima svojstven doživljaj određenog stimulansa. Dobiveni podaci potom se koriste pri izradi persuazivnih poruka kako bi među populacijom maksimalizirali frekvenciju donošenja odluka o kupnji proizvoda. Strategije koje se koriste često su invazivne, pokušavaju manipulirati preferencijama i odlukama koje su nesvjesne i bazirane na emocijama, a koriste se na temelju interesa krupnog kapitala i korporacija nauštrb interesa potrošača.
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