NEUROMARKETING AND FOOD DECISIONS:
AN INTERDISCIPLINARY ANALYSIS OF
THE INFLUENCE OF SENSORY AND EMOTIONAL STIMULI
ON CONSUMER BEHAVIOR
Amalia VASILE1, Cristina MARTINIUC2,
Gabriel DASCALESCU1,
Alin CIOBICA1,3,4,5, Ioannis MAVROUDIS5,6
1 Faculty of Biology, Alexandru Ioan Cuza University of Iasi, No 20A, Carol
I Avenue, 700506 Iasi, Romania
2 SC AUTEUR SRL, Baltati, Iasi
3 “Ioan Haulica” Institute of Apollonia
University, Pacurari Street 11, 700511 Iasi, Romania
4 CENEMED Platform for Interdisciplinary Research, “Grigore T. Popa”
University of Medicine and Pharmacy of Iasi, University Street No. 16, 700115 Iași, Romania.
5 Academy of Romanian Scientists, No 54, Independence Street, Sector 5,
050094 Bucharest, Romania
6 Department of Neurology, Leeds Teaching Hospitals, NHS Trust, Leeds LS2
9JT, UK
Abstract.
In a society where food
preferences are affected by various aspects such as taste and nutritional
value, advertising and packaging, perceiving the reasons that influence our
choices becomes crucial. Neuromarketing is an innovative branch of marketing
that combines knowledge from neuroscience with traditional marketing techniques
to understand how our brain reacts to different stimuli. This connection
between science and advertising has significant consequences for our eating
habits, affecting not only our culinary choices, but also the way we look at
and relate to food. Feelings, memory capacity and the reward center in the
brain are essential factors in decision-making, leading us to often opt for
products that meet nutritional and emotional needs.
Keywords: neuromarketing, diet and health, emotional factors, brain health and
nutrition, food marketing, sensory stimuli.
DOI 10.56082/annalsarscibio.2024.2.91
