The Role of Neuromarketing in Identifying Consumer Preferences

Nowadays, the companies are searching new solutions to contribute to the growth of their sales and to increase their profit. This can only be obtained with the help of marketing researches that try to find more precise and efficient methods for consumers to express their preferences. Often, they are not able to accomplish this verbally, they fail to express their emotions or feelings, their thoughts or reactions to a certain product and therefore, their real preferences cannot be identified. The marketing experts have become aware of the limited traditional methods regarding the market research and have tried to find new solutions. One of these solutions is precisely the neuromarketing which uses techniques developed by experts in neurosciences and psychology in view of analysing and understanding the reaction of consumers to different products in order to perform as efficient as possible marketing researches. This paper intends to analyse the role of neuromarketing in identifying the consumer preferences and in developing marketing campaigns, starting from the role that the brain can have in consumer choices, presenting the tools underlying the neuromarketing studies and presenting at the same time the reasons for the criticisms that benefit from the neuromarketing.