Indian Streams Research Journal

Volume : XI, Issue : XII, January - 2022

A CRITICAL STUDY ON NEUROMARKETING – AN EMERGING TOOL OF MARKET RESEARCH

Joemon M. Chacko, Dr. K. Subashini

DOI : 10.9780/22307850, By : Laxmi Book Publication

Abstract :

In this highly competitive world of globalisation, liberalisation and spectacular growth of MNC’s & Corporate sector, it has become a very difficult, herculean task to identify the thought process of human and guess the behaviour of the consumer and as such various techniques involved in neuromarketingplays a major role in identification, understanding and predicting the consumer behaviour in a better manner.

Keywords :

• fMRI,
• reflexes,
• imaging,
• Consumer neuroscience,
• EEG,
• Cognitive responses,
• eye tracking,
• etc,
• neuromarketing,

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References :

1. Adolphs, R., Tranel, D., Koenigs, M., &Damasio, A. (2005). Preferring one taste over another without recognizing either. Nature Reviews Neuroscience, 8(7), 860–861.
2. Ailawadi K.L., Keller K.L. (2004). Understanding retail branding: conceptual insights and research priorities. Journal of Retailing 80(4): 331–342.

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