Editorial for the special section on “Neuromarketing in predicting consumer behavior: The efficiency & effectiveness”

Abstract

for the special section on "Neuromarketing in predicting consumer behavior: The efficiency & effectiveness" 1 | BACKGROUND Neuromarketing is an extremely promising and effective research area that seeks to understand consumer behavior through the lens of neuroscience, psychology, economics, and decision theory (Hsu & Chen, 2020). The impact of Neuromarketing applications on consumers has already been explored (Singh, 2020). The market size of Neuromarketing is estimated to grow at 15.6% from 2020 to 2024. Eye-tracking technology is the major trend and is meant to gain a significant market share owing to an increase in the implementation of eye-tracking by media, entertainment, and advertising companies. Neuromarketing plays a trivial role in consumer decision-making's conceptual and theoretical development (Spence, 2019). Neuromarketing research examines the various brain areas and experiences of marketing stimuli to find and report the relationship between customer behavior and the neuro system. With the knowledge of human brain anatomy and knowing the functions of brain areas, it is possible to model neuronal activity underlying specific social behaviors. The previous studies indicated that the insights for the advertisement improvement are necessary for influencing the Consumer. The