For Biznis.rs magazine, our director Miljan Premović spoke about neuroeconomics and neuromarketing. In an article published in the December/January 2024 issue, the simplified neurological process of decision-making from the perspective of economics and marketing was explained.
For example, marketing is inherently multidisciplinary because it contains scientifically verified elements from psychology, sociology, statistics, probability, economics… and now parts of neurology. Studies in this sense are important because they contribute to a clearer picture of consumers, but Miljan Premović emphasized in an interview with a journalist that they cannot become the basis for decision-making.
So, although there are interpretations that it is enough to do only neurological research as a basis for making decisions and that people can practically be semi-hypnotized and make purchases, this is generally not the case. It would neither be normal nor ethical.
