Abstract:
Neuromarketing, as a branch of marketing research, deals with the integration of neuroscience techniques, aiming to analyze the complex purchasing behavior of people in general. Representing a fusion between the study of consumer behavior and neuroscience, neuromarketing offers a modern alternative to traditional marketing research methods. The effect that various campaigns, brands and forms of promotion have on us, from a subjective and emotional perspective, is investigated by assessing the attention and enthusiasm that consumers have towards a brand or an item. This research aims to examine the subject using the methods and techniques specific to neuromarketing. CZU: 338.48:366.1; JEL: M30, M31, M39
Description:
BOLEA, Natalia. The Effect of Neuromarketing on Consumer Behavior = Efectul neuromarketingului asupra comportamentului consumatorului. Online. Coord. șt.: SAHARNEAN Liliana. In: Simpozionul Ştiinţific cu participare internaţională al Tinerilor Cercetători. Ediţia a 23-a: Lucrări ştiinţifice, 11-12 aprilie 2025. Chişinău: SEP ASEM, 2025, vol. 1, pp. 157-160. ISBN 978-9975-168-36-6 (PDF). Disponibil: https://doi.org/10.53486/sstc2025.v1.35
