Neuromarketing Approach: An Overview of Future Market Research

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Author(s): Shreyasi Pranjal (Sam Higginbottom University of Agriculture, Technology, and Sciences, India)and Pradhyuman Singh Lakhawat (Department of Business Studies, Sam Higginbottom University of Agriculture, Technology, and Sciences, India)
Copyright: 2022
Pages: 17
Source title: Developing Relationships, Personalization, and Data Herald in Marketing 5.0
Source Author(s)/Editor(s): Jasmine Kaur (Chitkara Business School, Chitkara University, Punjab, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/978-1-6684-4496-2.ch010

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

In the 21st century, marketing research has been oriented towards four components of consumers—physical body, mind, heart, and spirit—which contributes to the birth of new term, neuromarketing. Neuromarketing is an infant field of marketing science. It tends to help in measurement of physiological and neural signals of brain to gain insight into consumer motivations, preferences, and decisions related to market current situations. In simple words, it's the study of consumer responses in response to marketing stimuli. Human feelings, thoughts, actions are the parts of neural activities in the brain. This chapter sheds light on the neuromarketing approach to give an overview of it in respect to the future market. As it can easily reduce the uncertainty, it helps in studying consumer behavior and draws a brain map to predict and manipulate decision making.

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Neuromarketing Approach: An Overview of Future Market Research

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