Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour

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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: 2016
Pages: 20
Source title: Handbook of Research on Consumerism and Buying Behavior in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-0282-1.ch012

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

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Abstract

Consumer behaviour studies have taken a new turn. Marketers, economists and other consumer related disciplines are looking to science to accurately determine consumer behaviour. 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 (Lewis & Bridger, 2005; Rossiter et al., 2001). 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.

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Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour

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