Measuring Consumer Behavior Using Neuroscience Methods in Marketing

View Sample PDF

Author(s): Cynthia A. Bulley (Central University, Ghana), Veronica Adu Brobbey (University of Education – Winneba, Ghana)and Esther O. Duodu (ABL Intel Consulting Ltd., Ghana)
Copyright: 2019
Pages: 22
Source title: Exploring the Dynamics of Consumerism in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-7906-9.ch002

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

Purchase

View Measuring Consumer Behavior Using Neuroscience Methods in Marketing on the publisher's website for pricing and purchasing information.

Abstract

Neuromarketing is providing the leverage for marketers to delve into consumers' subconscious minds to determine behavior. Marketers, economists, and other consumer-related disciplines are looking to science to accurately determine consumer behavior. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation. Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.

The IRMA Community

Research IRM

Measuring Consumer Behavior Using Neuroscience Methods in Marketing

Purchase

Abstract

Related Content

IRMA Sponsors