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- Glossary
Neuroeconomics
Term for a field of research at the interface between neuroscience, economics, and psychology. The overarching goal of neuroeconomics is to understand how people make economic decisions. To this end, neuroeconomists investigate what happens in the brain during decision-making. They often use experimental setups from game theory, which usually involve winning or losing money. They examine the brains of their test subjects primarily using imaging techniques. Neuroeconomics is a young branch of research that is attracting great social interest.
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- Glossary
Neuromarketing
A relatively new, interdisciplinary field of research in market research that builds on the findings of neuroeconomics – and is not entirely without controversy. The concept of neuromarketing is based on the assumption that customers make purchasing decisions primarily on the basis of unconscious emotional reactions. Neuromarketing uses neurophysiological measurement methods to study these reactions in order to better understand how consumers respond to products, advertising, and sales environments – with the aim of influencing these responses and thus purchasing decisions at the point of sale (the store) through measures such as music or scents.
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Glossar
15.03.2017
