Proceedings of The 6th International Conference on Business, Management and Economics
Assessment of Neurolinguistic Programming Techniques in the Context of Neuromarketing Attributes
Zuzana Birknerova, Robert Stefko, Lucia Zbihlejova, Anna Tomkova and Ivana Ondrijova
The paper aims to verify the existence of statistically significant links between neurolinguistic programming techniques and neuromarketing attributes on a sample of 309 respondents, of which 168 (54.4%) were women and 141 (45.6%) were men aged 18 to 68 years (M = 35.30 years, SD = 13.1 years). Addressed were 148 (47.9%) sellers and 161 (52.1%) customers and two research hypotheses were formulated and verified using the mathematical-statistical methods of Pearson’s correlation coefficient and t-test for two independent samples. The first hypothesis related to the existence of statistically significant correlations between neurolinguistic programming techniques and neuromarketing attributes, the second one to statistically significant differences in the assessment of the attributes of neuromarketing and neurolinguistic programming techniques between sellers and customers. The data obtained by the questionnaires aimed at the attributes of neuromarketing (SSP) and neurolinguistic programming techniques (NLPt) were processed by means of the statistical software IBM SPSS 26. Based on the research results it can be concluded that the formulated hypotheses were supported as statistically significant differences and correlations between the neurolinguistic programming techniques and the neuromarketing attributes were detected.
keywords: neurolinguistic programming – NLP, techniques, neuromarketing .