Neuromarketingul - marketingul de avangardă

Abstract

Neuromarketing is the study of how people's brains respond to advertising and other brand-related messages by scientifically monitoring brainwave activity, eye-tracking and skin response. For decades, marketers have sought to understand what consumers think, but were relying on traditional techniques actually asking them what they think, through sample surveys on groups. Neuromarketing techniques are based on scientific principles concerning the way people actually think and decide which involve mental processes that they do not realize. Combined with solid experimental procedures, these techniques allow access within the consumer decision making process that is inaccessible by traditional methods of market research.