Abstract:

Background:
In recent years, the extended use of neuromarketing techniques for examining customer preferences and decision-making processes is considered to be an advantage for both customers and marketers. Analyzing the actual climate, we found of great interest to conduct a study regarding the consumer’s perceptions towards vaccination against Covid-19 in Romania.

Objective:
To identify Romanian consumer’s perceptions towards vaccination against Covid-19.

Methodology:
We organized an experiment using EEG as a neuromarketing tool to help us perceive what is happening in respondents’ mind and better map the vaccination against Covid-19 perceptions.
In the framework of an experimental design, 16 right-handed volunteers (8 women, 8 men) were split into 4 groups of 4 persons per group: the ones who had Covid-19 and want to take the vaccine, the ones who didn’t have Covid-19 and want to take the vaccine, undecided ones and reticent ones to vaccination. The minimum, median and maximum age of the participants were 20, 45 and 67, respectively. The data obtained were interpreted by the EEG software.

Results:
On the basis of responses received from the respondents and the data analysis, the following are the major findings of the study: the lack of accurate medical information increases distrust, women are more willing to take the vaccine than men, more targeted information increase confidence and acceptance, the impact of post-vaccination effects on consumer’s acceptance of the vaccine against Covid-19.

Conclusion:
A real understanding of the consumer’s perceptions about the vaccination against Covid-19 will help identify the strategies that will support the social engagement in order to implement efficient vaccination campaigns against Covid-19.

Originality:
According to specialized literature, the use of neuromarketing tools in promoting the social campaigns of vaccination against Covid-19 is rarely encountered.

Keywords:

neuroscience, customer behavior, neuromarketing, EEG, vaccination.