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Towards Using Artificial Intelligence in Neuromarketing
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Author(s): Shubhi Bansal (Indian Institute of Technology, Indore, India)and Monika Gupta (Chitkara Business School, Chitkara University, India)
Copyright: 2023
Pages: 8
Source title:
Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch002
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Abstract
AI, when applied to the domain of neuromarketing, can help to model consumers' preferences, which can be leveraged by marketers in creating products or brand strategies that yield a good market value. Unlike focus groups and surveys where there is a possibility of masking the actual opinions and feelings of people to certain products and stimuli, AI can help to effectively capture data regarding impact of brain signals in response to certain stimuli. This study will be largely focused on connecting the dots between/forming linking/developing a connection between artificial intelligence and neuromarketing. Using artificial intelligence (AI) can help to bring personalization instead of standardization, which when combined with neuromarketing, can help to build effective advertising campaigns and influence customers' buying decisions. The content posted by consumers on social media, browsing behavior, and online shopping provides valuable personal information. This data when mined and processed using AI technologies can help to recognise patterns in consumer behavior.
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