IDEAS home Printed from https://ideas.repec.org/a/ath/journl/v61y2021i1p39-53.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://aimr.univath.ro/download/1245_01115.pdf
    Download Restriction: no
    File URL: http://aimr.univath.ro/en/article/NEUROMARKETING--A-SCIENTIFIC-TOOL-TO-HANDLE-CONSUMER-BRAIN-INFORMATION~1245.html
    Download Restriction: no
    ---><---

    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)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pablo Brañas-Garza & Debrah Meloso & Luis Miller, 2017. "Strategic risk and response time across games," International Journal of Game Theory, Springer;Game Theory Society, vol. 46(2), pages 511-523, May.
    2. Gilles Grolleau & Angela Sutan & Sana El Harbi & Marwa Jedidi, 2018. "Do We Need More Time To Give Less? Experimental Evidence From Tunisia," Bulletin of Economic Research, Wiley Blackwell, vol. 70(4), pages 400-409, October.
    3. Daniel Serra, 2019. "Neuroeconomics and modern neuroscience," CEE-M Working Papers halshs-02160907, CEE-M, Universtiy of Montpellier, CNRS, INRA, Montpellier SupAgro.
    4. Andrew Schotter & Isabel Trevino, 2021. "Is response time predictive of choice? An experimental study of threshold strategies," Experimental Economics, Springer;Economic Science Association, vol. 24(1), pages 87-117, March.
    5. Mihai Țichindelean & Monica Teodora Țichindelean & Iuliana Cetină & Gheorghe Orzan, 2021. "A Comparative Eye Tracking Study of Usability—Towards Sustainable Web Design," Sustainability, MDPI, vol. 13(18), pages 1-31, September.
    6. Gianna Lotito & Matteo Migheli & Guido Ortona, 2013. "Is cooperation instinctive? Evidence from the response times in a public goods game," Journal of Bioeconomics, Springer, vol. 15(2), pages 123-133, July.
    7. Manuel Joaquim de Sousa Pereira & António Cardoso & Ana Canavarro & Jorge Figueiredo & Jorge Esparteiro Garcia, 2023. "Digital Influencers’ Attributes and Perceived Characterizations and Their Impact on Purchase Intentions," Sustainability, MDPI, vol. 15(17), pages 1-17, August.
    8. Alina Mirela TEACU PARINCU, 2023. "Neuromanagement – A New Oportunity for the Romanian Business Environment," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 3, pages 121-126.
    9. Yan Chen & Zijin Wang & Jaime Ortiz, 2023. "A Sustainable Digital Ecosystem: Digital Servitization Transformation and Digital Infrastructure Support," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    10. Chorus, Caspar G., 2015. "Models of moral decision making: Literature review and research agenda for discrete choice analysis," Journal of choice modelling, Elsevier, vol. 16(C), pages 69-85.
    11. Elizabeth Goodyear-Grant & Erin Tolley & Jeffrey Penney, 2016. "Race And Gender Affinities In Voting: Experimental Evidence," Working Paper 1370, Economics Department, Queen's University.
    12. Kfir Eliaz & Ariel Rubinstein, 2014. "A model of boundedly rational “neuro” agents," Economic Theory, Springer;Society for the Advancement of Economic Theory (SAET), vol. 57(3), pages 515-528, November.
    13. Grafton, R. Quentin & Kompas, Tom & Long, Ngo Van, 2017. "A brave new world? Kantian–Nashian interaction and the dynamics of global climate change mitigation," European Economic Review, Elsevier, vol. 99(C), pages 31-42.
    14. Daniel Serra, 2021. "Decision-making: from neuroscience to neuroeconomics—an overview," Theory and Decision, Springer, vol. 91(1), pages 1-80, July.
    15. Leiyan Shen & Jianwei Qian & Sandy C. Chen, 2020. "Effective Communication Strategies of Sustainable Hospitality: A Qualitative Exploration," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    16. Axel Jacob & Frank Teuteberg, 2020. "Towards a Taxonomy for Design Options of Social Networking Technologies in Sustainable Business Models," Sustainability, MDPI, vol. 13(1), pages 1-19, December.
    17. Jose Ramon Saura & Pedro Palos-Sanchez & Beatriz Rodríguez Herráez, 2020. "Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies," Sustainability, MDPI, vol. 12(3), pages 1-5, January.
    18. Lester, Bijou Yang, 2011. "An exploratory analysis of composite choices: Weighing rationality versus irrationality," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 40(6), pages 949-958.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ath:journl:v:61:y:2021:i:1:p:39-53. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Cosmin Catalin Olteanu and Emilia Vasile (email available below). General contact details of provider: https://edirc.repec.org/data/feathro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.