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

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Listed:
  • AncuÈ›a 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)

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.

Suggested Citation

  • AncuÈ›a Nicoleta REMETE & Laura BACALI & Ioan Claudiu REMETE, 2021. "Neuromarketing and Theoretical Debates about Neuroscience and its Link to Other Fields of Knowledge," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 131-143, August.
    • Handle: RePEc:aes:jetimm:v:1:y:2021:i:1:p:131-143
    as

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    References listed on IDEAS

    as
    1. Amos Tversky & Daniel Kahneman, 1991. "Loss Aversion in Riskless Choice: A Reference-Dependent Model," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 106(4), pages 1039-1061.
    2. Daniel Ellsberg, 1961. "Risk, Ambiguity, and the Savage Axioms," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 75(4), pages 643-669.
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    More about this item

    Keywords

    Neuromarketing; neuroscience; marketing; psychology; economy; sociology; art; anthropology.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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