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Marketing and Neurosciences - A Future Winning Tandem

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  • Daniel Adrian Andronescu
  • Andrei Buiga

Abstract

The technologies used in neuromarketing research, which is less known in Romania, have recorded a spectacular development worldwide in the last few years, thus, in addition to miniaturization, they increase the degree of versatility and automatically the number of research projects. This material aims to show how, with the help of neuromarketing technologies, primary positive and negative responses can be obtained, unaltered by other factors, at the emotional level that allow their value measurement. In this case study, we tested through a technology such as emotion measurement technology, a total of 11 respondents aged between 33 and 52 years, having an average age of 39.8 years. The objective of the demonstration study was to find out to what extent viewing a short one minute video, that features several tourist locations, can trigger emotions strong enough to lead to the decision to include them as points tourist interest in a future vacation.

Suggested Citation

  • Daniel Adrian Andronescu & Andrei Buiga, 2019. "Marketing and Neurosciences - A Future Winning Tandem," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 5(4), pages 132-138, December.
    • Handle: RePEc:khe:scajes:v:5:y:2019:i:4:p:132-138
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    References listed on IDEAS

    as
    1. Leon Zurawicki, 2010. "Exploring the Brain," Springer Books, in: Neuromarketing, chapter 0, pages 1-53, Springer.
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    More about this item

    Keywords

    Neuromarketing; neuroscience; neuromarketing technologies; the classification of emotions;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics

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