Nuostolių baimės efekto pritaikymo galimybės

LTPastebima, kad vis dažniau įvairūs neuromokslų elementai pritaikomi praktikoje vartotojams to nesuprantant. Šiame straipsnyje siekiama atskleisti nuostolių baimės efekto pritaikymo galimybes praktikoje. Straipsnyje, taikant mokslinės literatūros sisteminimo, lyginamosios analizės ir atvejo metodus, identifikuoti teoriniai aspektai ir nustatytos pagrindinės strategijos, siekiant atskleisti nuostolių baimės efekto pritaikymo galimybes. Išsiaiškinta, kad nuostolių baimės efektą galima pritaikyti komercinėje srityje, taikant išbandymo garantijos ir nemokamos bandomosios versijos strategijas. Šios strategijos taikomos, atsižvelgiant į nuostolių baimės efekto pagrindinį principą: asmuo siekia išvengti galimų nuostolių. Pritaikant šią savybę neurorinkodaroje gali būti manipuliuojama vartotojų priimamais sprendimais, skatinant juos įsigyti prekę / paslaugą ar pratęsti jos vartojimą. Taigi straipsnyje nuosekliai ir konkrečiai (su praktiniais pavyzdžiais) pateikiamos nuostolių baimės efekto pritaikymo galimybės ir viso to pasekmės. [Iš leidinio]

ENNowadays it is important to analyse not only pure economic phenomena but also the relevance and the application possibilities of interdisciplinary phenomena. In fact, loss aversion is an example of interdisciplinary studies which is analysed in this article. So, the main attention is focused on loss aversion and its practical application. The aim of this research is to analyse the main theoretical principles of loss aversion and to carry out analysis of loss aversion in the context of practical application. The author of this article uses three methods: systematization of scientific literature, comparative analysis and case method. This paper is composed of four sections. The first part of this article is devoted to theoretical aspects of loss aversion and to an overview of previous studies about it. Thus, the conception of loss aversion is described in this section. The main idea of loss aversion is related with two phenomena: loss and gain. Yet man wants to avoid losses. So, he or she firstly investigates potential losses and just after that he or she investigates potential gain. In other words, human being’s fear of potential losses could be relatively higher than joy for potential profits. Although the phenomenon of loss aversion is relevant, but scientists usually analyse it in the context of neuroeconomics. Such research had been done by H. H. Bao, C. Meng (2017: 49–75), R. A. Poldrack (2016: 72–73), H. Tang et al. (2016: 381–391), M. Hamilton (2016), M. L. Halko et al. (2015: 100–115), S. J. Portelli (2013: 3–14), B. de Martino et al. (2010: 3788–3792), S. M. Tom et al. (2007: 515–518), et al. On the other hand, it is relevant to analyse the practical application possibilities of loss aversion in the commercial field. These elements are closely related to neuromarketing which is described in more details in the second part of this article.In the second section, the conception of neuromarketing is described. The author of this paper assumes that neuromarketing consists of three disciplines: marketing, psychology and neuroscience. This interdisciplinary science is important, because it can explain consumer purchasing decisions, can have impact on the decision-making process of consumers, when using analysis of the aspects of the peripheral nervous system of the consumer. A lot of methods can be used in the analysis of neuromarketing. For example, functional magnetic resonance imaging (fMRI), electroencephalography, magnetoencephalography, eye tracking, voice layering, face coding, etc. It is important to note, that ethical aspects have been already analysed in previous studies. So, it is an important issue in the context of neuromarketing and previous research are also analysed in this section. It has been found out that there are scientists who investigate the aspects of neuromarketing in theoretical way (e.g., Oliveira, Giraldi, 2017: 19–29; Breiter et al., 2015: 1–7; Meckl- Sloan, 2015: 133–136; Burgos-Campero, Vargas-Hernandez, 2013: 517–525; Pilelienė, 2012a: 147–151; 2012b: 148–153; 2012c: 97–102; Morin, 2011: 131–135, etc.). But there are also researches who analyse the empirical aspects of neuromarketing. Such studies had been done by J. Tichý et al. (2017: 180–183), L. Pilelienė, V. Grigaliūnaitė (2017; 2016), D. Ćosić (2016: 139–147), J. Flores et al. (2014: 77–91), M. Adhami (2013: 95–103), B. Gakhal, C. Senior (2008: 331–341) and other scientists. The third part of this article is devoted to the methodology of research. In this section, three main methods are described in more detail: systematization of scientific literature, comparative analysis and case method. The fourth section of this paper is addressed to practical application of loss aversion.It was identified that loss aversion can be applied in commercial areas by using a test warranty; free trial versions. Also, it was discovered that such companies as “Studio Moderna”, “Ekoroma”, “Amatras”, etc., use the test warranty in practical ways. Moreover, free trial strategy has been also applied practically. It has been used by such companies as “Microsoft Lithuania”, Kaspersky Lab, Viasat, etc. Thus, these strategies are employed in the light of the fundamental principle of the effect of loss aversion: a person seeks to avoid potential losses. By adapting this feature in the context of neuromarketing, one can manipulate the consumers’ decisions, by encouraging them to purchase a product / service or extend its use. In conclusion, loss aversion can be applicable in practical aspects and usually it is done in the context of neuromarketing. Applying systematization of scientific literature, comparative analysis and case methods it was found out that the test warranty and free trial are the main strategies of the application of loss aversion in a practical way. It is highly recommended to continue scientific studies about loss aversion and its application. Such research would provide more information for academics and society. This would be also important for ethical aspects as the application of loss aversion should be ethical. [From the publication]