文章基本信息

标题：NEUROMARKETING - A PROGRESSIVE CONCEPT IN THE MODERN MARKETING
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作者：Maria Nicolai
期刊名称：Risk in Contemporary Economy
电子版ISSN：2067-0532
出版年度：2007
语种：English
出版社：Dunarea de Jos University of Galati
摘要：Nowadays the advertisers are looking for new methods to find out how consumers think to peruse them to buy. Because the neuroscience exists for many years its principles have been tested in business,for it was find it held abilities to influence the consumers’ decision. Invented at Harvard by Gerald Zelman at the middle of 90’s,the neuromarketing is a combination of two sciences,the neurology and the marketing,by which the instruments used by the first,initially in medical interest,are now used in advertising means. The neuromarketing resorts to the IRM technology,a technology used to detect the cerebral tumors,which allow reading the way in which the brain,intercepts,processes and interprets different presented images. This way we can find out how the human brain responds to the advertise message,and the marketing specialists can improve their options of popularization of a brand.
关键词：Neuromarketing;image techniques by magnetic resonance (IRM);dopamine;cerebral engineering.