Tudor CAMELIA, Luca Florin ALEXANDRU, Manuela PĂDURARIU
ABSTRACT :
In recent years, neuromarketing has emerged as a rapidly expanding interdisciplinary field, with growing scientific interest in its effects on the biology of the human brain and consumer behavior. Neuromarketing represents the integration of neuroscience and marketing, providing predictive tools for understanding consumer choice and decision-making. Early pioneers in the field, including companies such as BrightHouse and SalesBrain, introduced neurocognitive research methods to investigate the neural mechanisms underlying consumer preferences, brand selection, and purchasing decisions. Their objective was to better understand consumer motivation and, ultimately, to predict or influence buying behavior.
Today, neuromarketing has evolved into a well-established scientific discipline that seeks to measure physiological and neural responses associated with consumer motivation, preferences, and decision-making. Commonly employed techniques include functional magnetic resonance imaging (fMRI), electroencephalography (EEG), eye-tracking technologies (including fixation patterns and pupil dilation), facial expression analysis based on facial muscle activity, as well as physiological measurements such as heart rate, respiratory rate, and skin conductance. The present study explores consumer behavior during the decision-making process by examining the biological responses of the brain to external marketing stimuli, providing insights into the neural mechanisms that influence purchasing behavior.
Keywords: behavior, human brain, consumer, decision-making, neuromarketing.