NEUROMARKETING. Branislav R. Tanasic
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offers? Does, and to what extent, the promotion influences the choice? To what extent do other factors may be crucial in the process of making a purchase decision? It has long been known that electrocution occurs in the brain in response to sensory stimulation. By placing the microelectrodes on the line, it is possible to register these bioelectric potentials or electrical activities, and this process is called electroencephalography - EEG. For years this non-invasive technique was used in medicine as a diagnostic method. The combination of electroencephalography and related medical research techniques with marketing is called neuromarketing.
Neuromarketing's science is articulated as a combination of marketing, medical knowledge, and the latest brain scanning technology which enabled the insight into bioelectric potentials of the brain. Before neuromarketing, the credibility of traditional research techniques was based on the degree of accuracy and honesty of respondents' answers. By developing neuromarketing, the observer can unambiguously detect changes by recording brain activity from the scalp of the respondents and identify the engaged brain region as a result of a particular stimulus from the environment. Changes in the nervous activity induce variations in cerebral metabolism, hemodynamic and electromagnetic signals, which can be measured by one of the following neuromarketing techniques. Improving understanding of neural mechanisms in decision-making and insight into individual differences in behavior and personal preferences enables marketers to significantly promote more effectively. Tools and methods used in neuromarketing analyzes are rapidly developing the ability to better visualize consumer subconscious responses to environmental concerns. Neuromarketing represents the bridge between marketing and neuroscience, a research field that is growing extremely vigorously.
2. Characteristics of the decision–making process of buying a tourist product
Decision theory is the theory of rational decision-making about something more or less uncertain, something that needs to happen in the near or the future. The method of decision making and methodology to be applied is conditioned by the importance that the decision has to the bearer. It should be taken into account that the degree of complexity of making decisions increases with the increase in the number of changes, especially if the data is insufficient or incomplete. People individually, according to the educational level, life experience, personality psychology, develop individual techniques and procedures for problem-solving and decision-making processes. Analytically, they define the type of guide to court, besides personal knowledge, are inclined to consult other people's experiences before making a final decision. Finally, the decision-making or the conclusion, the psychologists interpret as a process by which the combination of the given information comes to the knowledge makes a decision.
2.1. The basics of decision - making theory
Marie Jean Antoine Nicolas de Caritat (1743-1794), better known as Marquise de Condorcet, one of the first autographs to systematically introduce mathematics into social sciences. In his Essay on Application of Analysis of Probability of Majority Decisions, Condor sets the general decision-making theory in which the process takes three steps. Through the first step, the principles that will serve as the general basis for making a decision are set. Different aspects of the problem and the consequences of decisions have been explored. At this level, the opinion is personally, personally and without any influence on the opinion of the majority. During the second phase, the problem is further clarified; different opinions are approaching, combining and setting out several general conclusions, potential solutions. The third step involves a concrete choice between the offered alternatives. Condor's method is a binary criterion for group decision-making, an option that chooses an alternative to a larger number of votes.
The foundations of modern decision theory are set by John Dewey, far from 1910, which sees the process of decision-making through a sequential model developed in five steps (Dewey, 1978: 177-356):
Identifying problems or needs
Defining the character of the problem/need
Proposing a possible solution
Evaluation of proposed solutions
An observation and experiment leading to the acceptance or rejection of the proposed solution.
Identifying problems is the first and most crucial step in the decision-making process. It can be triggered by some internal stimulation (physiological need, hunger or thirst), or external stimulation, seen by promotion, or by someone's suggestion. An uncomplicated chat with a friend can be a trigger and start thinking about buying. In the next step, the consumer tries to get more information even though sometimes the purchasing decision is made only by information received from a friend whose opinion is sufficiently valued. In obtaining information about the desired product/service, the consumer has several sources available. These can be personal sources (family, friends, neighbors), commercial sources (promotions, sellers, web sites, banners), public sources (media, consumer organizations, internet search), experiment (personal use of products, consumers have a greater or lesser impact, which varies depending on the type of product (Kotler & Armstrong, 2012: 153). Through the third phase in decision-making, the consumer finds possible solutions. As the consumer chooses alternative solutions, it depends, first of all, on his characteristics, and the specific purchasing situations. Consumers make decisions ranging from stand-alone, immediate decision-making initiated by the intuitive impulse of intuition, to consultation with friends or professionals, sellers. The fourth step implies an assessment of possible solutions. At this stage, buying intentions move to a firm buying decision. Real purchasing power is evaluated, balancing between opportunities and desires, monitoring the market-eventual discounts, actions, and similar favorable opportunities. The decision-making process ends at the stage of observation, which ultimately results in a final and concrete decision to buy, as Dewey says: "to discover the meaning of some idea, we have to wonder what the consequences are" (Dewey, 1920: 24).
Modifies the five-step list established by Dewey, and reduces decision making in three primary phases (Hansson, 2005: 9-10):
Identifying problems
Intelligence
Identifying possible solutions
Design
Choice of options offered
Choice
These decision-making theories are sequenced because the decision-making process is always on the same sequence, sequencing or sequences. In contrast to this sequential approach, Sven Ove Hansson in decision-making work, Decision Theory, mentions some different thinking about the decision-making process: "Some authors, as renowned Witte (1972), have criticized the idea that the decision process can be consistently divided into phases. His empirical materials show that "phases" take place in parallel rather than sequences " (Hansson, 2005: 10).
In his article Field study on complex decision-making processes - the phase theorem, said Witte Eberhard, explains his vision of the decision-making process: "We believe that human beings can not gather information without simultaneously developing alternatives. They can not escape the current valuation of these alternatives, and by doing so, they are forced to make decisions. It is a set of operations, and its success over time constitutes a complete decision-making process "(Witte, 1972: 180).
In 1976, Mintzberg and his associates published the Structure of 'Unstructured' Decision Processes. Hansson evaluates this event as very important in the development of decision theory, which says, "One of the most influential models that meet the criteria set by Witte suggests Mintzberg, Rajinghan, and Theoret. In the view of these authors, the decision process consists of different phases, but these phases are not in a simple sequential relation. They also use three basic phases as Simon but give them new names: identification, development and selection " (Hansson, 2005: 10-11).
Different approaches and criteria can be used to categorize decision models. It is reasonable to assume that potential prospective tourists are not familiar with the many theories and models used in explaining the process of making a final decision. In front of a future traveler, it is easy to look at the