TY  - JOUR
T1  - Neuromarketing and Theoretical Debates about Neuroscience and its Link to Other Fields of Knowledge
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 131
EP  - 143
PY  - 2021
DA  - 2021/08/05
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - REMETE, Ancuța Nicoleta
AU  - BACALI, Laura
AU  - REMETE, Ioan Claudiu
SN  - 2537-5865
DO  - 
UR  - http://www.etimm.ase.ro/RePEc/aes/jetimm/2021/ETIMM_V01_2021_49.pdf
KW  - Neuromarketing
KW  - neuroscience
KW  - marketing
KW  - psychology
KW  - economy
KW  - sociology
KW  - art
KW  - anthropology
AB  - A challenge of the field of neuromarketing is its multidisciplinarity and therefore the knowledge derived from this field of study. In order to provide a holistic view of the field of neuromarketing in this highly theoretical paper, we aimed to integrate some of the knowledge that the field of neuroscience delivers and integrate it into several areas of knowledge for augmenting information that serves neuromarketing. Neuromarketing can help companies and businesses by identifying and creating brain pathways that positively (and, in some cases, adversely) stimulate customers' perceptions of brands, products, and basic images of interest that elicit positive emotions. This research includes a survey of the previously available literature about neuromarketing and its link with other fields of knowledge. This article aims to increase the perspective of marketing practitioners, who do not have much information in the field of neuroscience, as the field of neuroscience is much more complex and requires specialized education. In this direction, we aim to provide a theoretical framework that integrates the syncretism of the fields of psychology, sociology, anthropology, art and economics that provide us with a holistic view of consumer behaviour and decisions of interest to the field of neuromarketing.
ER  -