Neuromarketing techniques in pharmaceutical drugs advertising. A discussion and agenda for future research.
Year: 2012
Type: article
Abstract: Recent years have seen an "explosion" in the abilities of scientists to use neuroscience in new domains. Unfortunately, it is little known and reported on how advertising companies make more effective pharmaceutical drugs commercials. The purpose of this paper is to analyze how neuromarketing techniques may impact the consumer response to pharmaceutical advertising campaigns. The result shows that using neuromarketing methods a pharmaceutical company can better understand the conscious and unconscious consumer's thoughts and tailor specific marketing messages.
Source: Europe PMC (PubMed Central)
Authors: G Orzan, I A Zara, V L Purcarea
Institution: Bucharest University of Economic Studies
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2167737880