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Neuromarketing - A Scientific Tool To Handle Consumer Brain Information

Author

Listed:
  • Catalin DUMITRESCU

    (Athenaeum University, Bucharest, Romania)

  • Matei DUMITRESCU

    (Faculty of Business Administration in Foreign Languages)

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.

Suggested Citation

  • Catalin DUMITRESCU & Matei DUMITRESCU, 2021. "Neuromarketing - A Scientific Tool To Handle Consumer Brain Information," Internal Auditing and Risk Management, Athenaeum University of Bucharest, vol. 61(1), pages 39-53, March.
    • Handle: RePEc:ath:journl:v:61:y:2021:i:1:p:39-53
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    References listed on IDEAS

    as
    1. Mihaela Constantinescu & Andreea Orindaru & Andreea Pachitanu & Laura Rosca & Stefan-Claudiu Caescu & Mihai Cristian Orzan, 2019. "Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth," Sustainability, MDPI, vol. 11(24), pages 1-21, December.
    2. Rubinstein, Ariel, 2008. "Comments On Neuroeconomics," Economics and Philosophy, Cambridge University Press, vol. 24(3), pages 485-494, November.
    Full references (including those not matched with items on IDEAS)

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