Utilizarea neuroștiințelor în dezvoltarea strategiilor de marketing

Abstract

gained significant attention in recent years due to its potential to uncover the cognitive and emotional processes underlying consumer behavior. The study examines the use of techniques such as EEG and fMRI to measure brain activity, and how this information can be used to inform marketing strategies. Additionally, the paper discusses the emergence of neuromarketing, a field that combines neuroscience with marketing research, to provide a better understanding of consumer behavior. Overall, the study highlights the importance of neuroscience in improving the effectiveness of marketing strategies and the potential impact on the future of marketing. DOI: https://doi.org/10.53486/sstc.v1.52; CZU: 339.138:612.8; JEL: M0