At the Faculty of Organizational Studies “Eduka” in Belgrade, a guest lecture titled “Neuromarketing & stimulants in practice” was held on November 18, presented to psychology students and faculty members by Nikola Učur, a PhD candidate at the Faculty of Technical Sciences in Novi Sad and Marketing & Communications Manager at 3Bank.
The lecture was organized as part of the Cognitive Psychology course, focusing on how neuroscience principles shape user behavior and how they can be applied in creating effective marketing strategies. Through practical examples and interaction with the audience, Učur demonstrated how attention, emotional stimuli, and psychological triggers influence decision-making.
Nikola Učur, better known as Siva Ćelija, works in neuromarketing, branding, and neuro-design. His research and educational work are centered on the emotional and cognitive reactions of consumers. Through social media, an educational center, and collaborations with the media, he actively brings modern marketing techniques closer to the broader public, while his socially responsible projects have been recognized by the Faculty of Philosophy and several foundations.
The audience had the opportunity to learn why certain content captures attention while others go unnoticed, as well as how psychology and marketing can be connected into a practical tool that delivers clear results.
