Neuromarketing and Theoretical Debates about Neuroscience and its Link to Other Fields of Knowledge

Ancuța Nicoleta Remete (), Laura Bacali () and Ioan Claudiu Remete ()
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Ancuța Nicoleta Remete: Technical University of Cluj Napoca, Management and Economic Engineering Department
Laura Bacali: Technical University of Cluj Napoca, Management and Economic Engineering Department
Ioan Claudiu Remete: REM-GRUP SRL

Journal of Emerging Trends in Marketing and Management, 2021, vol. 1, issue 1, 131-143

Abstract: A challenge of the field of neuromarketing is its multidisciplinarity and therefore the knowledge derived from this field of study. In order to provide a holistic view of the field of neuromarketing in this highly theoretical paper, we aimed to integrate some of the knowledge that the field of neuroscience delivers and integrate it into several areas of knowledge for augmenting information that serves neuromarketing. Neuromarketing can help companies and businesses by identifying and creating brain pathways that positively (and, in some cases, adversely) stimulate customers' perceptions of brands, products, and basic images of interest that elicit positive emotions. This research includes a survey of the previously available literature about neuromarketing and its link with other fields of knowledge. This article aims to increase the perspective of marketing practitioners, who do not have much information in the field of neuroscience, as the field of neuroscience is much more complex and requires specialized education. In this direction, we aim to provide a theoretical framework that integrates the syncretism of the fields of psychology, sociology, anthropology, art and economics that provide us with a holistic view of consumer behaviour and decisions of interest to the field of neuromarketing.

Keywords: Neuromarketing; neuroscience; marketing; psychology; economy; sociology; art; anthropology. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2021:i:1:p:131-143

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