Neuroscience Marketing

Neuroscience marketing is the application of neuroscience methods to marketing. It is a new field of marketing which applies medical technologies to examine the brain’s responses to marketing stimuli. Neuroscience marketing is essentially a method that helps companies to explore customer buying decisions. Marketers utilize neuromarketing techniques to measure a consumer’s preference based on the activities in parts of the brain and to explore why consumers make the decisions they do. Neuroscience marketing includes the direct use of brain imaging, scanning, or other brain activity measurement technology to measure a consumer’s reaction to specific products, packaging, advertising, or other marketing stimuli. The brain responses measured by these techniques may not be consciously perceived by the respondents; hence, this information may be more revealing than self-reporting on surveys, in focus groups. With the help of neuroscience, marketers design products and create advertisements much more effectively. This chapter presents neuro-marketing techniques and how they enable marketers to pre-established emotional influence, the practice of neuromarketing methods in advertising and package design tactics.

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Work Title Neuroscience Marketing
Access
Open Access
Creators
  1. Nicolas Hamelin
  2. Talha Harcar
Keyword
  1. Neuroscience Marketing
  2. Packaging
  3. Advertising Effectiveness
  4. Advertisement
  5. Marketing Research
License CC BY-NC 4.0 (Attribution-NonCommercial)
Work Type Part Of Book
Publisher
  1. Istanbul University Press
Publication Date January 10, 2020
Related URLs
Source
  1. Contemporary Issues in Strategic Marketing
Deposited March 31, 2022

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  • Added Creator Talha Harcar
  • Added T Harcar- Neuroscience Marketing.pdf
  • Updated License Show Changes
    License
    • https://creativecommons.org/licenses/by-nc/4.0/
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  • Updated Source Show Changes
    Source
    • Contemporary Issues in Strategic Marketing
  • Updated Publisher Show Changes
    Publisher
    • Istanbul University Press