Hedda Martina Šola

• PhD in Neuromarketing
• Director General at Institute for Neuromarketing & IP

This study investigates the impact of intelligible background speech on reading disruption utilising neuromarketing methodologies, specifically an eye-tracking webcam (Tobii Sticky) and AI eye-tracking software (Predict, v.1.0.). A cohort of 144 participants from Oxford Business College underwent emotional impact testing, while an AI eye-tracking a...

The rapid growth of e-learning increased the use of digital reviews to influence consumer purchases. In a pioneering approach, we employed AI-powered eye tracking to evaluate the accuracy of predictions in forecasting purchasing patterns. This study examined customer perceptions of negative, positive, and neutral reviews by analysing emotional vale...

Eye-tracking technology has emerged as a valuable tool for evaluating cognitive load in online learning environments. This study investigates the potential of AI-driven consumer behaviour prediction eye-tracking technology to improve the learning experience by monitoring students’ attention and delivering real-time feedback. In our study, we analys...

This research investigates the impact of applying neuromarketing techniques to three practical examples of higher education (HE) branding: an official college website page, an official college Facebook page, and recorded online video lectures used for teaching at HE institutions. The study was conducted in three different HE institutions with a rep...

Unlike traditional research methods used for investigating consumer responses to different stimuli such as surveys, interviews or focus groups, recently, the autonomic neuropsychological measures have been implemented within the neuromarketing field to obtain subconscious preferences from the consumer’s brain. In the current study, the webcam-based...

This study compared the efficacy of AI neuroscience tools versus traditional design methods in enhancing viewer engagement with political campaign materials from the Harris-Trump presidential campaigns. Utilising a mixed-methods approach, we integrated quantitative analysis employing AI's eye-tracking consumer behaviour metrics (Predict, trained on...

This study aims to improve college magazines, making them more engaging and user-friendly. We combined eye-tracking technology with artificial intelligence to accurately predict consumer behaviours and preferences. Our analysis included three college magazines, both online and in PDF format. We evaluated user experience using neuromarketing eye-tra...

This study examined students’ behaviour on the college website and the content of information they were able to obtain. With the eye-tracking sensor, this study aims to investigate the university websites’ effectiveness, satisfaction, and efficiency and collect data regarding users' visual impacts. The research was carried out using mobile phone ne...

Given the increased popularity of social media in current years, there has been an increase in Facebook (FB) advertisements in educational institutions. As students nowadays tend to use FB pages to attain more knowledge and improve their skills, the current research is focused on understanding how such pages can be improved using the advanced and e...

The concept of publishing research has been a dominant credo in academia, especially in public higher education institutions. The role of research in higher education institutions is significant for sustainability, development, and reputation, but unfortunately, it is lacking in private higher education institutions in the UK. Conducting research a...

Unlike traditional research methods used for investigating consumer responses to different stimuli such as surveys, interviews or focus groups, recently, the autonomic neuropsychological measures have been implemented within the neuromarketing field to obtain subconscious preferences from the consumer’s brain. In the current study, the webcam-based...

Iako je sve veći trend prelaska na online studiranje ili tzv. studiranje na daljinu povezan s povećanim napretkom u informacijskim tehnologijama, povećanom potražnjom za „fleksibilnijim“ online učenjem te potrebom institucija da ostanu konkurentne nudeći svojim studentima različite platforme za učenje (Adedoyin and Soykan, 2020; Skordis-Worral et a...

In recent years, higher education field has experienced increased growth of online teaching. The varied reasons for the expansion of online learning include increased accessibility, advances in communication technologies, increased demand for ‘flexible’ online or distant learning, and the need for institutions to remain competitive by offering stud...

As one of the fastest growing social media networks, Facebook is used daily by 7.91 billion users. Despite its worldwide influence, the cognitive perception of this social network has not been fully understood or researched. The current study examines human behavior when viewing Facebook pages to provide market-ers information on how to enhance con...

Consumers’ attitudes and behaviors are driven by a complex set of factors, many of which operate primarily in the subconscious mind. With the emergence of neuroscience-based methodologies, professional marketers now have viable options for exploring consumers’ minds more deeply than is possible with traditional tools like surveys and focus groups....

The website of a college is becoming an important tool for students to gather information and make decisions about higher education. We studied how students utilized these websites, what sort of information they obtained from the institution's website, and recommendations were made to schools in order to assist them in improving their websites as "...

Emotions play a significant role in our lives, influencing our ideas and behavior, along with reasoning, making an opinion, and developing an attitude. It has been observed that social networking activity might cause emotional and sentimental reactions. Lin and Utz used emotion self-reports to investigate the positive (joy) and negative (i.e., jeal...

In recent years, the newly emerging discipline of neuromarketing, which employs brain (emotions and behaviour) research in an organisational context, has grown in prominence in academic and practice literature. With the increasing growth of online teaching, COVID-19 left no option for higher education institutions to go online. As a result, student...

OBJECTIVE One of the biggest challenges with online learning is a loss of attention and concentration, resulting in low academic success (Risiko et al. 2012). Therefore, the purpose of the study was to understand how motivation and learning performance can be enhanced using online classrooms

While traditional market research methods are focused on surveys and group discussions, consumers' attitudes, the choices they make, and the behaviour they display are all driven by a complex set of factors, and much of what is happening takes place in the subconscious mind. Learning that a stimulus engages in a positive way and that memory formati...

Over the previous decade, online social networks (OSN) have been ingrained in our daily lives. They've changed the way young people live while also becoming one of the most important means of communication and entertainment. The use of social media by teens and young adults is on the rise. Higher education institutions recognise the value of social...

While traditional market research methods are focused on surveys and group discussions, consumers’ attitudes, the choices they make, and the behavior they display are all driven by a complex set of factors, and much of what is happening takes place in the subconscious mind. Learning that a stimulus engages in a positive way and that memory formatio...

The COVID-19 outbreak has become a serious disruption to various sectors. A consequential chain of fear, anxiety and uncertainties became part of every managerial concern. The education sector is one of the heavily affected sectors. The pandemic forced educational institutions worldwide to close, cancel classes and shift towards remote working and...

Šola, H.M. (2019). Neuromarketing u promociji predškolskog obrazovanja. U: Sanković, M.,ur. 23. Sajam zdravlja- sajamski vodič, zbornik i izvješća, Vikovci, Hrvatska. Vinkovci: Projekt Zdravi Grad, pp.145 – 147.

The contemporary conditions of business and market competition impose the need for new marketing techniques for survival and development of companies within a global framework. Businesses are increasingly exposed to competitive conditions of business of a global character, and the need arises in this situation for knowledge of the advantages of the...

Goodbye, the traditional marketing! Hello, neuromarketing! After you have read the Book, you will inevitably raise the following question: “Is there an end to the traditional marketing in sight?” According to the suggestions made by the Author of this Book, the answer to this question is a positive one. Therefore, we can say the following: Goodbye,...

Knjiga Marketinška oružarnica rezultat je višegodišnjeg rada na području marketinga i posebno neuromarketinga mlade autorice i znanstvenice dr. sc. Hedde Martine Šola. Ovo je njena prva knjiga, ali, što joj daje posebnu vrijednost, i prva knjiga o neuromarketingu objavljena u Hrvatskoj. Autorica nam na konkretnim primjerima (studijama poslovnih slu...

Research has shown that foreign direct investments benefit the economic development of a host country. However, numerous examples of an inadequate investment structure point to the possible damages for an economic, as well as socio-political development of a country. The purpose of this paper is to looks into the structure of total foreign direct i...

Kada nastupi kriza vaš cilj nije da pobijedite, već da izgubite sa što manjom razlikom! William Essex je rekao: „U poslovnom svijetu postoji jedno pravilo: imajte dobre ideje ali ne budite prepametni!“ Sredinom devedesetih godina jedna je škotska osiguravajuća kuća osmislila sljedeću ideju: poslati golubove u kutijama nekolicini financijskih novina...

The excessive number of brands on the market leads to information overload. Technical specifications on most products prevent a regular consumer from determining the product's real value. Urbanization of a modern society creates an environment with too many shops offering similar products. This is precisely why it is essentially important to explor...

Prisjetimo se: temeljni postulati Odnosa s Javnošću temelje se na tri bazična elementa: 1) informirati javnost, 2) uvjeriti javnost, 3) povezati javnost s određenim skupinama društva/industrije (Bernays). Vrlo često, PR odjeli kada publiciraju neki članak/tekst ili vijest, ne koriste sve relevantne i dostupne informacije. Odnosno, koriste samo jeda...

Kada biste unaprijed znali buduće „poteze“ vašeg konkurenta, radili biste s puno manje rizika, zar ne?! Kada bi sve odgovore na svoja pitanja mogli unaprijed pronaći u politici, ekonomiji, matematici i raznim vojnim strategijama, bili biste daleko mudriji! A kad biste znali da je izumljen apsolutno i relativno legitiman alat pomoću kojeg možete dob...

Jeste li ikada čuli za termin: „Greenwashing“? Etimologija riječi nastaje stapanjem leksema green (zeleno) i whitewashing (ispiranje ili farbanje u literarnom i !gurativnom značenju), u kojoj termin „zeleno“ predstavlja simbol prirodnog okruženja i potrebe za njegovim očuvanjem. Šola, H.M. (2013). Greenwashing ili zeleno pranje. Poslovni Savjetnik,...

„Postavite pitanje petorici ekonomista i dobit ćete pet različitih odgovora – šest, ukoliko je jedan od njih studirao na Harvardu!“ (Edgar R. Fiedler).U vrijeme Facebooka, Twitera i drugih društvenih mreža i medija, u vrijeme elektroničkih knjiga, internetskog marketinga, direktnog marketinga i interaktivne marketinške komunikacije, u vrijeme digit...

„Artis aurifera quam chemiam vocant“, tako se zvala knjiga koja je objavljena prije četiri stotine godina s izvornim latinskim naslovom. Hrvatski prijevod: „O umjetnosti proizvodnje zlata koju nazivamo kemija“. Fabula knjige otkriva nastojanja kemičara ranijih stoljeća, koje su nazvali „alkemičarima“, jer su otkrili kako neplemenite metale pretvori...

Struka nas uči da znanje koje jedno poduzeće posjeduje, postaje presudan faktor poslovanja. Upravo to znanje čini poduzeće jedinstvenim na tržištu i razlikuje ga od svih ostalih poduzeća. Ukoliko se prisjetimo krilatice: „Informacije su u gotovo svim organizacijama svakog dana, ako ne i svakog sata, pod utjecajem moći, politike i ekonomije. To nije...

Sukladno skoroj konvergenciji Republike Hrvatske ka Europskoj uniji, hrvatska zakonska legislativa se usklađuje s europskim zakonodavstvom te se kao posljedica nameće i brojnost novih propisa i normi, koji se odnose na obavezno označavanje proizvoda i ambalaže, te obavijesti o proizvodu. Bez obzira jeste li proizvođač, trgovac koji prodaje proizvod...

potrošača počinje se razvijati za vrijeme prve godine postojanja... Djeca počinju svoje prvo potrošačko putovanje u najranijem djetinjstvu. I ona zasigurno zaslužuju da se od tog trenutka uzmu u obzir kao potrošači” - James U. McNeal, začetnik propagande za mladež. Postoje proizvodi i reklame s kojih djeca nisu u mogućnosti maknuti pogled. Postoje...

U današnjoj turbulentnoj ekonomiji, poduzećima je sve teže ostvariti visoki rast. Poradi toga, tvrtke se sve više okreću poslovanju ka globalnoj ekonomiji, čije posljedice svi osjećamo. Nekada se na druge države gledalo kao na političke monolite, dok danas se iste promatraju kao amalgami regija. Jedna od najvećih vrijednosti imovine poduzeća se nal...

„Mali uzrok,velika posljedica” – još je davne 1963. godine M.E.Lorenz dokazao kako se niti jedan fizikalni sustav ne ponaša periodično. Upravo njemu se pripisuje otkriće koje je u ekonomskoj struci poznato pod sintagmom “efekt leptira”. Odnosno, Lorenz to interpretira kako let leptira u Brazilu može uzrokovati tornado u Teksasu. Ukoliko bismo doslo...

Na vijestima ste upravo saznali da je tržište obveznica u snažnom usponu. Znači li to da će se kamatne stope smanjiti te samim time kupovina novog računala biti lakša nego prije? Je li to znak ranijeg oporavka ekonomije te je upravo sada pravo vrijeme za gradnju nove zgrade? Je li pametnije doći do novih sredstava emisijom obveznica ili zatražiti z...

Ruski psiholog Ivan Pavlov, po kojem je i nazvana teorija "Pavlovljeva teorija", na psima je demonstrirao uvjetovano učenje, gdje analognu situaciju ako prenesemo na ljude, dolazimo do zaključka kako će npr. miris večere koji se kuha izazvati lučenje sline u vašim ustima ili ako biste večerali uz vijesti, s vremenom bi ste postali skloni večeru pov...

Prije 500. godina prije Krista, Sun Tzu, veliki vojni strateg drevne Kine, napisao je traktat “Umijeće ratovanja”. S današnjeg gledišta, većina njegovih pristupa mogla bi se ocijeniti barbarskima, no ipak, njegovi pogledi kao i sama stajališta o strategiji i danas su relevantni, kako za vojne zapovjednike tako i za poslovne poduzetnike. Oni imaju s...

Kada se poslovni partner koji ima novac susretne s poslovnim partnerom koji ima iskustvo, iskusni partner najčešće odlazi s novcem, a prvom ostaje iskustvo. Shodno navedenom,možemo uvriježeno reći kako u doba krize nekolicina poduzetnika stječe ogromno “iskustvo”, koje ima za posljedicu visoku cijenu. U svakom slučaju, rizik “iskustva” nije pozitiv...