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Neuromarketing Tools in Industry 4.0 Context: A Study on the Romanian Market

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The 15th International Conference Interdisciplinarity in Engineering (Inter-Eng 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 386))

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Abstract

Neuromarketing is a relevant tool in industry 4.0 context as it allows businesses to use advance technology in order to understand better the customer, and in this way to increase the effectiveness of their marketing campaigns. This research aims at analyzing how these tools and techniques are perceived by Romanian companies’ representatives, if they are using any and with what results. A small number of Romanian companies rely on neuroscientific methods like electroencephalography (EEG), functional magnetic resonance imaging (fMRI) or eye-tracking tools (E-T) when designing a product, or when testing the potential success of an advertisement, however using neuromarketing increases the effectiveness of marketing campaigns, and indirectly the business profit.

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Authors and Affiliations

  1. University Politehnica of Bucharest, Bucharest, Romania

    Alexandra Ioanid & Cezar Scarlat

Authors
  1. Alexandra Ioanid
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  2. Cezar Scarlat
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Correspondence to Alexandra Ioanid .

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Editors and Affiliations

  1. Faculty of Engineering and Information Technology “George Emil Palade”, University of Medicine, Pharmacy, Science,and Technology of Targu Mures, Târgu Mureș, Romania

    Liviu Moldovan

  2. Faculty of Engineering and Information Technology “George Emil Palade”, University of Medicine, Pharmacy, Science,and Technology of Targu Mures, Târgu Mureș, Romania

    Adrian Gligor

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Ioanid, A., Scarlat, C. (2022). Neuromarketing Tools in Industry 4.0 Context: A Study on the Romanian Market. In: Moldovan, L., Gligor, A. (eds) The 15th International Conference Interdisciplinarity in Engineering. Inter-Eng 2021. Lecture Notes in Networks and Systems, vol 386. Springer, Cham. https://doi.org/10.1007/978-3-030-93817-8_35

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  • DOI: https://doi.org/10.1007/978-3-030-93817-8_35

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-93816-1

  • Online ISBN: 978-3-030-93817-8

  • eBook Packages: EngineeringEngineering (R0)

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