Work

Diving Into the Consumer's Mind: Tools, Roles, and Ethical Concerns of Neuromarketing

Year: 2023

Type: book-chapter

Abstract: In the new global economy, neuromarketing has emerged as a key marketing concern. It is an integrative field that incorporates elements of marketing, psychology, and neuroscience. This novel idea offers fresh perspectives and potent methods for doing marketing research, particularly on customer behaviour. Neuromarketing offers the chance to comprehend the neural level functions in customers' brains that provides insightful knowledge about the customers' cognitive decision-making system that is not normally captured by conventional management analytical techniques. This chapter aims at exploring the tools, roles, and ethical concerns of neuromarketing. Secondary sources of data like books, research papers, theses, newspaper articles, magazines, and reports etc. are utilized in this chapter. This study is relevant not only for academia but also for marketers practicing neuromarketing for identifying consumer behaviour.

Source: Advances in marketing, customer relationship management, and e-services book series

DOI: 10.4018/978-1-6684-8150-9.ch016

Authors: Rohit Bansal, Nishita Pruthi, Tamanna Bansal, Anjali Chaudhary

Institutions: Maharshi Dayanand University, Princess Nourah bint Abdulrahman University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4377261631

FWCI: 2.68

Cites: 15

Cited by: 4

Related to: 10