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Neuromarketing: Emerging Trend in Consumer Behavior
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Author(s): Arijit Goswami (ITM University, India)and G. K. Deshmukh (Pt. Ravishankar Shukla University, India)
Copyright: 2022
Pages: 9
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.ch005
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Abstract
The concept of neuromarketing is emerging in recent years. It signifies the use of research on the brain in the managerial context. Gradually this concept gained popularity in academics as well as the practical world. Neuromarketing is an evolving interdisciplinary discipline that blends psychology, neuroscience, and economics. Neuromarketing is an essential change as it gives insight into the way the subliminal mind facilitates the buyers to make decisions. The chapter focuses on studying the influence of neuromarketing tools to understand the purchasing behavior of consumers. The enhanced application of neuromarketing methods for gauging preferences of customers and making purchasing decisions will be an added benefit for both consumers and marketers.
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