New Research Areas in Management and Marketing

The development of technology and research methods in the contemporary world led to elicitation of new opportunities and areas of research. Works of scientists from the following fields as: behavioral economics, behavioral psychology, neurology, more often have a significant impact on the theory of management and marketing, with special regard to the purchasing behavior of consumers. An important issue is also the desire to exploit the effects of scientific work from the world of business. The aim of the article is to approximate changes in the way scientists think about the rationality of purchasing behavior, to demonstrate that neuromarketing outlines new opportunities of research the unconscious brain areas participating in making purchasing decisions. Within the framework of this study, the impact of research techniques (using neuroimaging to the potential increase in the quality of marketing knowledge about the needs and ways of making purchasing decisions) was shown here. What is more, the new opportunities for development of management science were also indicated.