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A Study Of Banking Marketers' Perception Regarding The Use Of Neuromarketing Techniques In Banking Services

Author

Listed:
  • Monica Å¢ichindelean (Beca)

    () (Bucharet Univerity of Economic Studie)

  • Mihai Å¢ichindelean

    () (Lucian Blaga Univerity of Sibiu)

Abstract

In a context where consumers' satisfaction is a critical desideratum for any service business to thrive, traditional consumer research methods prove to be limited in decoding the consumers' minds. Neuromarketing, as a research method, together with traditional marketing research techniques create a synergy in increasing the quality of communication strategies in services fields such as banking, and not only. The first part of the present paper seeks to present an overview of traditional and neuromarketing techniques available, the second part encompassing the results of a study (survey) regarding banking marketers' perception about the utility of neuromarketing techniques in developing banking communication strategies. The results show that even if only a few of the respondents used neuromarketing techniques before, all the questioned marketers are opened to using it. Also, the consumer dimensions that seem to be in the center of banking marketers' attention are visual attention and consumer emotions, elements that can be successfully studied through neuromarketing.

Suggested Citation

  • Monica Å¢ichindelean (Beca) & Mihai Å¢ichindelean, 2019. "A Study Of Banking Marketers' Perception Regarding The Use Of Neuromarketing Techniques In Banking Services," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(21), pages 1-8.
  • Handle: RePEc:alu:journl:v:2:y:2019:i:21:p:8
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    File URL: http://oeconomica.uab.ro/upload/lucrari/2120192/08.pdf
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    References listed on IDEAS

    as
    1. Hamelin, Nicolas & Moujahid, Othmane El & Thaichon, Park, 2017. "Emotion and advertising effectiveness: A novel facial expression analysis approach," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 103-111.
    2. Clément Levallois & Ale Smidts & Paul Wouters, 2019. "The emergence of neuromarketing investigated through online public communications (2002–2008)," Post-Print hal-02312405, HAL.
    3. Dr. Peter Kenning & Hilke Plassmann, 2004. "NeuroEconomics," Experimental 0412005, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    marketing research; neuromarketing; banking services;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

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