Consumer’s Perception Towards Neuromarketing in India With Special Reference to Kano Model

Kumar, Harit; Mathur, Neha; Jauhari, Sangeeta

doi:10.29121/granthaalayah.v5.i4.2017.1803

Cited by 5 publications

(1 citation statement)

References 24 publications

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“…While these studies have highlighted the key ethical concerns, their limitations are primarily lack of perspectives from the general public and more dependence on existing literature. Harit et. al (2017) tries to rope in the consumer perception of neuromarketing, but the Kano model limits the consumers' thoughts to ranked scale of binary sets of questions, thereby not allowing to probe deeper into further possible insights.…”

Section: Research Gapmentioning

confidence: 99%

Ethical Perspectives of Neuromarketing – A Qualitative Analysis

2023

JMCR

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Neuromarketing has emerged as a novel research technique which analyses an individual's neurophysiological mechanism in response to various types of marketing stimuli, in order to develop insights into customer behaviour and motivation. It is touted to be better than traditional question-based market research because instead of asking consumers what they want, it studies the body's reaction to accurately gauge their preferences. However, numerous studies have criticized this technique in the light of various purported ethical malpractices that can occur or are already occurring. The following exploratory research uses Grounded Theory to deep-dive into the various ethical issues of neuromarketing. The central theme that emerges from the study is the need to develop regulatory framework to supervise neuromarketing research. The study concludes with recommendations for industry and academia on the required set of ethical principles that must be adopted while conducting neuromarketing research.

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Section: Research Gapmentioning

confidence: 99%

Ethical Perspectives of Neuromarketing – A Qualitative Analysis

2023

JMCR

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Challenges in Testing the Kano Model’s Validity through Computer-Assisted Human Behaviour Analysis

Potra

Alptekin

Pugna

et al. 2022

2022 IEEE Technology and Engineering Management Conference (TEMSCON EUROPE)

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The Mediating Role of Neuromarketing in Achieving Customer Satisfaction based on Market Orientation: An Exploratory Study for a Sample of Workers in Asia Cell Telecom

Hasan,

Al-Qotaje,

Al-Hamamy

2023

Wseas Transactions on Business and Economics

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The interaction of three dimensions forms the theoretical and field framework for this study, namely (market orientation, neuromarketing, and customer satisfaction), as market orientation represents the development of market intelligence about the current and future needs and desires of customers to satisfy those needs, with the distribution of this information to all departments of the organization and the creation of a response comprehensive. In contrast, neuromarketing is represented as researching brain patterns and some physiological consumer responses to marketing stimuli represented by electroencephalography, skin galvanic responses, eye tracking, work services, and facial coding. Therefore, this research represents great importance by identifying three important facts in the science of marketing management, which represent goals that organizations of all kinds seek to achieve and apply to keep pace with competition and confront it. on her, Asia Cell Company was a field for conducting the field side of the study, and the researchers sought to include several questions expressing the problem of the study, which were the basis for building the field side of the study, including (i)Is there a significant effect of market orientation on customer satisfaction and neuromarketing? (ii)Is there an indirect, significant effect of market orientation on customer satisfaction through neuromarketing? To answer these questions, a hypothetical scheme for the study was formulated that reflects the relationships and influences between the two dimensions of the study, which resulted in a set of main and sub-hypotheses that were tested using a number of statistical methods for the data collected in the questionnaire, which numbered (150), and all of them were retrieved. A set of conclusions that were distributed in terms of the theoretical side and the field side, the most important of which are: The increase in the interest of the researched company in customer satisfaction came when the organization adopted the market orientation as its approach. Neuromarketing reinforced these results when it entered a mediating variable, as we note that relying on market orientation and building appropriate strategies. In the light of this approach and through the techniques adopted by the company and provided by neuromarketing, will lead to increased customer satisfaction with the services provided by the researched company. Based on the conclusions reached by the study, both theoretical and field, proposals were presented that are consistent with these conclusions.

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Consumer’s Perception Towards Neuromarketing in India With Special Reference to Kano Model

Cited by 5 publications

References 24 publications

Ethical Perspectives of Neuromarketing – A Qualitative Analysis

Ethical Perspectives of Neuromarketing – A Qualitative Analysis

Challenges in Testing the Kano Model’s Validity through Computer-Assisted Human Behaviour Analysis

The Mediating Role of Neuromarketing in Achieving Customer Satisfaction based on Market Orientation: An Exploratory Study for a Sample of Workers in Asia Cell Telecom

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