International Journals of Marketing and Technology
Year : 2013, Volume : 3, Issue : 8
First page : ( 98) Last page : ( 107)
Online ISSN : 2248-1058.

Neuromarketing - A tool of selling to the brain

Uprety Nikhil, Singh Barinder

Asst. Proffesor, Shoolini University of Biotechnology and Management Sciences, Solan (HP)

Online published on 8 October, 2013.

Abstract

Marketing research methods continuously develop and over the last decade technology offered solutions to improve this area. Traditional marketing research methods fail at some point in certain cases, and since emotions are mediators of how consumers process marketing messages, understanding of cognitive responses to advertisements have always been a challenge in methodology. This is because of the fact that people are not able to express their true preferences when they are asked to express openly, it's their brains that contain those hidden preferences about a particular product. Neuromarketing is the branch of neuroscience research that aims to better understand the consumer through his unconscious processes and has application in marketing, explaining consumer's preferences, motivations and expectations, predicting his behaviour and evaluating successes or failures of advertising messages. In this context, this study aims to analyze techniques in Neuromarketing research and Scope of Neuromarketing.

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Keywords

Neuromarketing, Neuro Science, Cognitive responses.

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