NEUROMARKETING - A SCIENTIFIC TOOL TO HANDLE CONSUMER BRAIN INFORMATION

Catalin Dumitrescu () and Matei Dumitrescu ()
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Catalin Dumitrescu: Athenaeum University, Bucharest, Romania
Matei Dumitrescu: Faculty of Business Administration in Foreign Languages

Internal Auditing and Risk Management, 2021, vol. 61, issue 1, 39-53

Abstract: The article addresses a relatively new topic on the Romanian market, namely Neuromarketing as a field of scientific research that has a wide applicability in business. Neuromarketing is an emerging field, being located on the border between psychology, neuroscience, marketing and neuroeconomics. It is of great interest to marketers, as it can bring considerable information about the mechanisms underlying the consumer behavior and the decision-making process. This paper first outlines a brief overview comprising definitions of the concepts which will also be later used in the article like neuroeconomics and neuromarketing. It also documents the evolution of the market over the last century until today and explains how the use of neuromarketing techniques can help the further development of the domain. The second section of the paper explains and reviews the findings of a primary neuromarketing case study which was conducted in partnership with a multidisciplinary research group. The data were collected with the use of an EEG headset and were used as the basis of real business decision making.

Keywords: Neuromarketing; Neuroeconomics; EEG; Paradigm; Customer behaviour (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ath:journl:v:61:y:2021:i:1:p:39-53

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