NEUROSCIENCE INTEGRATION IN MARKETING: LEVERAGING BIOSENSORS FOR CONSUMER INSIGHTS AND ENHANCED CUSTOMER INTERACTIONS

Nicoleta Isac (), Medina Jakupaj () and Ava Vatandoost ()
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Nicoleta Isac: Istanbul Zaim University, Turkey
Medina Jakupaj: University of Applied Sciences Upper, Austria
Ava Vatandoost: Istanbul Zaim University, Turkey

Scientific Bulletin - Economic Sciences, 2024, vol. 23, issue 2, 21-30

Abstract: This research investigates the potential contributions of neuroscience literature and techniques to marketing management, employing biosensors such as eye-tracking glasses, facial expression analysis, and galvanic skin response (GSR). By leveraging neuroscientific methods to understand consumer reactions to marketing stimuli, marketers can glean valuable insights to enhance their marketing strategies and optimize customer interactions. The study use a qualitative analysis and aims to bridge the gap between consumer neuroscience and traditional marketing practices, utilizing neuromarketing tools to decipher customer behavior.

Keywords: neuromarketing; eye-tracking glasses; biosensors; GSR; facial expression. (search for similar items in EconPapers)
JEL-codes: C91 D91 M31 (search for similar items in EconPapers)
Date: 2024
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