Title: Neuromarketing: a change in marketing tools and techniques

Authors: Sadhna Shukla

Addresses: G.D. Goenka University, Sohna Road, Gurgaon, 122103, India

Abstract: The much-hyped field in cognitive sciences, neuromarketing, is still in its nascent stage which examines the brain responses to various marketing stimuli in order to comprehend the physiological genesis of consumer's choice. This study provides an integrative outline of the sophisticated tools and technologies used by neuromarketers for gaining hidden insight into consumer behaviour. Conventional marketing research approaches provided biased, intermediary solutions in revealing the true opinion of consumers. This paper also strives to present a snapshot of merits and demerits of traditional marketing and advance neuromarketing research approaches. However, earlier studies on neuromarketing have explored how different methodologies of neuromarketing are used to reveal the mysteries of consumer decision-making. Attempt has been made to integrate all the methodologies of market research to effectively probe and synthesise customer's underlying emotions with the help of triune brain model. Thereby, concluding with ethical issues and dilemma faced by the neuromarketing companies in today's world.

Keywords: cognitive science; consumer behaviour; decision-making; ethical; neuromarketing; stimuli.

DOI: 10.1504/IJBFMI.2019.104044

International Journal of Business Forecasting and Marketing Intelligence, 2019 Vol.5 No.3, pp.267 - 284

Received: 26 Mar 2019
Accepted: 26 May 2019

Published online: 09 Dec 2019 *

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