Examining consumer psychology and marketing professionals perceptions towards neuromarketing

V. Selvalakshmi, Sri V.T. Baalaji Amuthan and R. Srinivasan

International Journal of Business and Globalisation, 2023, vol. 35, issue 3, 312-324

Abstract: Neuromarketing has emerged as a new place of study. Advancement in the neurosciences helps in measuring even minute neuronal activities. Neuromarketing makes use of the state-of-the-art advances in mind scanning to show the goals, expectancies and hidden restraints of purchasers. Though the concept has created ripples in the advertising enterprise all around in the world, it is yet to go miles ahead to penetrate in Indian advertising state of affairs. The significance and attractiveness of neuromarketing in India lies upon the truth that, corporations all over the international see a massive ability within the Indian markets. This research paper explores the influences of neuromarketing on the consumer decision making towards product purchase and marketers perception. It discusses how companies have effectively used this technique in exploring customer mindset. The research paper is descriptive in nature.

Keywords: neuromarketing; electroencephalography; EEG; consumer decision making; marketing research. (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=134942 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:35:y:2023:i:3:p:312-324

Access Statistics for this article

More articles in International Journal of Business and Globalisation from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().