NEUROMARKETING - MODERN TECHNIQUE FOR ANALYSING CONSUMER DECISION-MAKING

Nicoleta Rossela Dumitru () and Oana Preda ()
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Nicoleta Rossela Dumitru: Romanian-American University, Romania
Oana Preda: Romanian-American University, Romania

Journal of Information Systems & Operations Management, 2023, vol. 17, issue 2, 116-126

Abstract: Neuromarketing is a scientific discipline that unlocks the mystery of the human mind, answering why consumers prefer a particular product. It is a step ahead of other research methods because it can analyze consumer desires and provide more precise results. In this sense, cognitive neuroscience studies consumer behavior with the aim of gaining a better understanding of the brain mechanisms underlying certain functions such as reasoning, decision-making, emotion, and memory, providing relevant insights into areas such as advertising response and brand loyalty. Indeed, neuroscience is a field that seeks to understand the structure and function of the human brain, how it encodes and represents the environment and how it controls the body and provides theoretical frameworks to assess correlations between the brain and behavioral states, to understand the causal links between stimulus and response. Thus, neuroscience has carved out a place in marketing to study, with much greater precision, the neural mechanisms of individuals exposed to marketing actions and stimuli.

Date: 2023
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