Recent trends in Neuromarketing
No Thumbnail Available
Date
2023-01
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Madhya Bharti Humanities and Social Sciences
Abstract
This literature review explores the recent trends in neuromarketing and the impact of neuromarketing on understanding consumer buying behavior. Traditional qualitative approaches have limitations in understanding consumer behavior, making neuromarketing a valuable quantitative alternative. Emotions are crucial in online decision-making, and persuasive messaging can influence consumer behavior. Neuromarketing tools such as fmri, eeg, eye tracking, skin conductance, and facial coding are used to understand consumer behavior. Various brain regions, including the striatum, insula, amygdala, hippocampus, orbitofrontal cortex, and vta, are important to consider. Neuromarketing is primarily used for commercial purposes, but it can also aid companies in csr and sustainability activities.
Description
ISME
Keywords
neuromarketing, consumer buying behavior, fmri, eeg