期刊名称：Universitatea de Stinte Agricole si Medicina Veterinaria a Banatului Timisoara. Lucrari Stiintifice. Seria I. Management Agricol
印刷版ISSN：1453-1410
出版年度：2012
卷号：XIV
期号：2
页码：613-623
出版社：Universitatea de Stiinte Agricole si Medicina Veterinara a Banatului Timisoara
摘要：The concept of neuromarketing derives from the neurological sciences that have been used in order to study the main diseases and abnormal behaviours. The neurological tests offer functioning charts of the brain at the moment in which the people take a decision or are exposed to the marketing message. The techniques used in neuromarketing are the magnetic resonance imagistic (MRI), the electroencephalogram (EEG), the positron transmission tomography (PET), the computerized axial tomography (CAT/CT) and following the line of sight (ECT). The MRI identifies the activity of the brain in several areas at the same time. The PET measures the blood flow and the intensity of the metabolism in the brain. The ECT indicates the areas on which the sight is concentrated. Neuromarketing permits the researchers to find out why the consumers take the decisions that they take in choosing a certain brand, without the subjectivism of traditional research methods. It is also a means of validating a creative product or a strategic idea. The method replies to the consumer's reaction – wrapping, taste, visual
