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Neuromarketing Research A Classification and Literature Review

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Author Affiliations

  • 1Faculty of Marketing, Academy of Economic Studies, Bucharest, ROMANIA

Res. J. Recent Sci., Volume 2, Issue (8), Pages 95-102, August,2 (2013)

Abstract

In the more complex process of satisfying the consumers new marketing tools are needed to understand their constraints or preferences. Neuromarketing research may shed light on many unanswered questions regarding consumers. Much of the neuromarketing research suffers from a lack ofstandard reference in measurement and unity in research procedure. The current research paper will present a literature review and a classification scheme on the neuromarketingresearches. This demonstrates the complementary role of neuromarketing techniques played in elucidating aspects on consumer behavior.

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