Neuromarketing: Applications, Challenges and Promises

Pravin Raj Solomon
2018 Biomedical Journal of Scientific & Technical Research  
Neuromarketing is a field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Consultative selling suggests that a customer's shopping experience is managed by the salesperson's behaviour and in-store marketing assets, and that the customer gets engaged step by step. The field of neuromarketing provides excellent avenues for reading the consumers mind, interest, preferences and thereby enable the marketers to perform effective
more » ... ted marketing. The technology offers a direct peak into the decision-making centres of the brain thereby can positively impact upon the decision-making process towards buying a product. Neuromarketing employs several techniques and tools for analysis of inside\outside reflexes of the consumer's brain and it avails the latest cognitive scanning techniques for analysis. Some of the technology infused neuromarketing inside reflex techniques used includes EEG, MEG, fMRI, PET, Galvanic skin response, TMS, electromyography and cardiovascular parameters. Besides there are also several time-tested conventional techniques of outside reflex detection techniques such as body language, emphatic design, facial coding, eye tracking is also employed in neuromarketing. The concept of neuromarketing is bound to make a deep impact in the emerging economies like India with their rapidly increasing consumer population and consumer buying potential.
doi:10.26717/bjstr.2018.12.002230 fatcat:7cxy4lgmmraltbihvag4zbbmh4