Neuromarketing for a better understanding of consumer needs and emotions

• Gurgu, Elena ^[1] ; Gurgu, Ioana-Andreea ^[2] ; Tonis, Rocsana B. Manea ^[1]
  1. [1] Central Research Institute

     Central Research Institute

     India

     
  2. [2] University of Bucharest

     University of Bucharest

     Sector 3, Rumanía

     
• Localización: Independent Journal of Management & Production, ISSN-e 2236-269X, Vol. 11, Nº. 1, 2020 (Ejemplar dedicado a: Independent Journal of Management & Production), págs. 208-235
• Idioma: inglés
• Enlaces
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• Resumen

  • In this paper we are talking about the fact that marketing and publicity specialists have become aware of the limitations of traditional market research methods for decades, but only in recent years science has allowed the development of a more effective mechanism by which consumers' thoughts can be deciphered: neuromarketing. This term refers to the use of techniques developed by cognitive neuroscience and psychology specialists to analyze and understand people's reactions to products and promotions, which allows refining marketing efforts to make them more effective. In the article we are talking about the tools used for this purpose, which include magnetic resonance imaging (MRI), brain scanners that identify brain parts that react to different stimuli, and electroencephalography (EEG), devices that measure electrical activity in the brain. By tracking brain reactions to different stimuli, researchers can discover the marketing mechanisms that are most likely to lead to the desired outcome: selling the product. For this, in parallel with the EEG measurements, an eye-tracking device is used, which allows the exact identification of the stimulus that produces the reaction from that moment. Also, some neuromarketing companies also use GSR (galvanic skin response) sensors to measure the electrical conductivity of the skin, which is another element that provides information about the consumer's response to various commercial messages. The purpose of our article is to show the role played by neuromarketing in the correct understanding of consumer needs, words and emotions.