Abstract:

Analyzing the last decade, neuroscience has significantly influenced and improved the field of marketing research and the interaction between the two has helped in generating more valuable insights, making a generous contribution to academic research. Neuromarketing bridges the study of consumer behavior with neuroscience and offers cutting edge tools for interpreting consumers minds and reactions without conscious manipulation by respondents.

The purpose of the present paper is to reveal the efficiency of neuromarketing tools in obtaining useful data that will become educational benefits in banking financial field. All the more, this study will provide a valuable information for banking financial education and for the academic environment in this field.

The research method involves relevant neuromarketing instruments applied to studying the consumer behavior in the online environment. Neuromarketing or consumer's neuroscience represents a passing from marketing research specific methods like surveys, focus-groups, the observation, the direct enquiry, the interview to new research methods like fMRI (Functional Magnetic Resonance Imaging), EEG (Electroencephalography), MEG (Magnetoencephalography), Eye tracking solutions, Voice analysis, Galvanic Skin Response, Heart Rate monitoring, Respiratory monitoring etc. Therefore, this paper aims to bring a new perspective in the way of execution and analyzing the research of the economic environment.

To describe the benefits of using neuromarketing methods, the analyzed model proposes a process of measuring the movements of the respondents eyes in following an object or other visual stimulus, also known as our point of gaze.
This research was applied on banking websites and took in calculation some of the variables that helped us illustrate the educational benefits that will lead to improve banking financial knowledge.

A higher level of information and education of consumers in banking financial field will imply increased consumers’ skills in the decision-making process in this field.
As well, the academic researchers will be able to develop strategies and valuable resources applied on the teaching methodology within the universities.

Keywords:

Neuroscience, Neuromarketing, Academic Research, Educational Impact, Banking Advertising, Eye Tracking, Marketing Research;