Spotrebiteľská neuroveda a audio percepcia: Od výskumu k aplikáciám v moderných podnikových procesoch

Consumer neuroscience is becoming increasingly important in the field of marketing. By combining neuroscience, psychology and marketing, it is possible to more precisely determine how senses influence consumer behavior. This area has been the subject of a long-term scientific discipline - neuromarketing. Within consumer neuroscience, the article focuses on the influence of sound (audio perception). Based on research and secondary data, the article points to the use of audio perception on consumer behavior in practice in various sectors of the economy. The examples given show how music and sound can significantly enrich and influence customer experience in various sectors. The customer may not remember everything he saw, but he will remember the melody that left him with a good feeling. The customer strongly associates positive or negative perceptions of sounds with a specific brand, which has an impact on their purchasing behavior.