Neuromarketing: The Physiological Tools for Understanding Consumer Behaviour
Abstract
Traditional techniques can measure cognitive and emotional verbal expressions below the consciousness level. The disadvantages of this technique is not able to provide information on emotional responses in an unconscious state. Artificial intelligence of neural network is a cost-effective and an alternative for neuromarketing tools. Neuromarketing is a new technique for designing marketing strategies, especially advertising campaigns. The tools in neuroscience to measure behavioural response based on psychology, such as behaviour prediction and cognitive patterns. Marketers have used a variety of different tools, such as functional magnetic resonance imaging (fMRI), eye tracking, electroencephalography (EEG), facial expressions, galvanic skin response (GSR) and others. Therefore, neuromarketing holds great potential for marketers to manufacturing sectors in the coming year.
Downloads
References
Ahmed, R. R., Streimikiene, D., Channar, Z. A., Soomro, H. A., Streimikis, J., & Kyriakopoulos, G. L. (2022). The Neuromarketing Concept in Artificial Neural Networks: A Case of Forecasting and Simulation from the Advertising Industry. Sustainability (Switzerland), 14(14). https://doi.org/10.3390/su14148546
Alkan, C., Coe, P., & Eichler, E. (2011). Defining Neuromarketing: Practice and Profesional Challenges. National Institutes of Healt Public Access, 23(1), 1–7. https://doi.org/10.3109/10673229.2010.496623.Defining
Alvino, L., Pavone, L., Abhishta, A., & Robben, H. (2020). Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research. Frontiers in Neuroscience, 14(December). https://doi.org/10.3389/fnins.2020.577666
Arieli, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284–292. https://doi.org/10.1038/nrn2795.Neuromarketing
Champlin, S., Lazard, A., Mackert, M., & Pasch, K. E. (2014). Perceptions of design quality: An eye tracking study of attention and appeal in health advertisements. Journal of Communication in Healthcare, 7(4), 285–294. https://doi.org/10.1179/1753807614Y.0000000065
Cherubino, P., Martinez-Levy, A. C., Caratù, M., Cartocci, G., Di Flumeri, G., Modica, E., Rossi, D., Mancini, M., & Trettel, A. (2019). Consumer behaviour through the eyes of neurophysiological measures: State-of-the-art and future trends. Computational Intelligence and Neuroscience, 2019. https://doi.org/10.1155/2019/1976847
H.Amiri, H., Ghorbani, A., Hosseini, M. H., & Jowkar, A. A. (2022). Identifying the Effective Psychologically Motivational Factors in Neuromarketing: A Systematic Review. Practice in Clinical Psychology, 10(2), 153–164. https://doi.org/10.32598/jpcp.10.2.824.1
Lim, J. Z., Mountstephens, J., & Teo, J. (2020). Emotion recognition using eye-tracking: Taxonomy, review and current challenges. Sensors (Switzerland), 20(8), 1–21. https://doi.org/10.3390/s20082384
Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48(2), 131–135. https://doi.org/10.1007/s12115-010-9408-1
Singh, P., & Kumar, H. (2015). Neuromarketing An Emerging Tool of Market Research Neuromarketing: An Emerging Tool of Market Research. International Journal of Engineering and Management Research, 6.
Vences, N. A., Díaz-Campo, J., & Rosales, D. F. G. (2020). Neuromarketing as an Emotional Connection Tool Between Organizations and Audiences in Social Networks. A Theoretical Review. Frontiers in Psychology, 11(July), 1–12. https://doi.org/10.3389/fpsyg.2020.01787
Wang, Y., Lv, Z., & Zheng, Y. (2018). Automatic emotion perception using eye movement information for E-healthcare systems. Sensors (Switzerland), 18(9). https://doi.org/10.3390/s18092826
