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Marketing and Neurosciences - A Future Winning Tandem

Daniel Adrian Andronescu () and Andrei Buiga ()

Academic Journal of Economic Studies, 2019, vol. 5, issue 4, 132-138

Abstract: The technologies used in neuromarketing research, which is less known in Romania, have recorded a spectacular development worldwide in the last few years, thus, in addition to miniaturization, they increase the degree of versatility and automatically the number of research projects. This material aims to show how, with the help of neuromarketing technologies, primary positive and negative responses can be obtained, unaltered by other factors, at the emotional level that allow their value measurement. In this case study, we tested through a technology such as emotion measurement technology, a total of 11 respondents aged between 33 and 52 years, having an average age of 39.8 years. The objective of the demonstration study was to find out to what extent viewing a short one minute video, that features several tourist locations, can trigger emotions strong enough to lead to the decision to include them as points tourist interest in a future vacation.

Keywords: Neuromarketing; neuroscience; neuromarketing technologies; the classification of emotions (search for similar items in EconPapers)
JEL-codes: M31 D87 (search for similar items in EconPapers)
Date: 2019
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Handle: RePEc:khe:scajes:v:5:y:2019:i:4:p:132-138