Wpływ neuromarketingu na decyzje konsumentów
Impact of Neuromarketing on Consumers’ Decisions

Summary/Abstract: Marketing activities focused on consumers are evolving, although the aim of businesses is continuously connected with the desire to understand the consumer behaviors. Decisions taken by the consumer are not always rational and conscious choices because of the multiplicity of mechanisms and reactions occurring simultaneously in the mind of the consumer, which is the basis for interest in the concept of neuromarketing. Neuromarketing can be considered as a derivative neuroeconomics, knowledge that integrates neuroscience, economics and psychology, tries to give an answer what is brain’s role in purchasing decisions, and how customers analyze benefits and losses associated with these decisions. The aim of this article is to determine the awareness and importance of neuromarketing to undertake purchasing decisions by customers. Our results demonstrated a low declared level of awareness of neuromarketing techniques and concept, with slightly higher degree for customers aged between 25-39 and with higher education. Connecting neuromarketing concept with customers’ purchasing process in the research was focused on impulse purchases which were largely the result of effective stimulation and not an intended purchase. Research confirms that the susceptibility to stimuli on impulse purchases is determined by age, education and income which confirms the validity of neuromarketing analysis regarding consumers from the producers and retail perspective.

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