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Understanding the Logic and Science Behind the Emerging Field of Neuromarketing
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Author(s): Kumar Shalender (Chitkara Business School, Chitkara University, India), Babita Singla (Chitkara Business School, Chitkara University, India)and SANDHIR SHARMA (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.ch005
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Abstract
The term “consumer behaviour” represents an important concept in the discipline of marketing management. In fact, it's one of the most researched aspects of the discipline, and with the introduction of neuroscience technology, its investigation potential has become even wider than before. Neuromarketing takes a cue from the Nobel prize winner Francis Crick's hypothesis that all thoughts, actions, and feelings associated with human beings are the ultimate result of the neural activities that are performed within the brain. The statement has important implications for the marketers as they finally can have a definitive science that can effectively reduce the conjecturing and uncertainty related to the understanding of consumer behaviour. The discipline of neuromarketing, also sometimes referred to as consumer neuroscience, is the study of the brain to predict the ongoing and potential behaviour of consumers. Initially limited to the avenues of frontier science, various studies on neuromarketing have now established their credentials to create potential value for marketers.
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