VILNIUS TECH Library invites you to follow the published new dissertations. The dissertation „Application of Neuromarketing Methods for Evaluating Investments in the Real Estate of the Built Environment“ („Neuromarketingo metodų taikymas investicijoms į užstatytos aplinkos nekilnojamąjį turtą vertinti“) prepared at VILNIUS TECH by Kęstutis Daukšys. The dissertation was prepared in 2021–2026. Scientific consultant – Prof. Dr Habil. Artūras Kaklauskas.
The dissertation was defended at the public meeting of the Dissertation Defence Council of the Scientific Field of Civil Engineering in the Aula Doctoralis Meeting Hall of Vilnius Gediminas Technical University at 10 a.m. on 12 May 2026.
The dissertation examines the application of neuromarketing methods for evaluating investments in the real estate of the built environment. The object of the research is a method for evaluating real estate investment projects that integrates traditional criteria, sustainability aspects, and neuromarketing data. The dissertation aims to create the INVERT (neuroemotional assessment method for multi-criteria analysis of investment real estate) method and a decision support system based on such a method, INTESA (investment asset valuation decision support system), for the objective evaluation and optimisation of investment objects. The dissertation consists of an introduction, four chapters, general conclusions, a list of references and a list of the author’s publications on the topic. The introductory chapter discusses the research problem, the relevance, describes the research object, formulates the aim and objectives, presents the scientific novelty and outlines the defendable statements. The introduction concludes with lists of the author’s conference presentations and publications, followed by the dissertation structure. The First Chapter analyses a holistic methodological approach to the evaluation of built environment projects in the context of multi-layered (macro, meso, and micro) environmental factors. The conclusions of the chapter reveal the transformation of building development models, the need to integrate the emotional component, and the validity of emotional measurement technologies. The Second Chapter presents the developed INVERT neuromarketing data analysis system, which integrates the measurement, analysis, and visualisation of emotional, biometric, and environmental parameters. The effectiveness of the system has been empirically verified by analysing investors’ emotional reactions to investment projects in Vilnius City using the MAPS (Multimodal Analytics for Public Spaces) technological infrastructure. The Third Chapter analyses the range of investment project evaluation problems, formulates a scientific hypothesis about the necessity of a holistic methodology, and presents the developed INVERT method, which integrates the principles of neuromarketing and multi-criteria evaluation methods. The chapter covers a multi-criteria analysis of neuromarketing data, presents the results of calculations, and identifies optimal alternatives that ensure objective decision-making for the stakeholder groups. The Fourth Chapter empirically analyses the impact of macroeconomic factors and the construction sector on GDP, forming correlation and regression models for the analysis, modelling, and forecasting of the construction industry. The research results were discussed at two scientific conferences; the key research findings were published in three journals indexed in the Clarivate Analytics Web of Science database.
Doctoral dissertation readers can search via VILNIUS TECH Virtual Library.
