The Contributions of Neuromarketing in Marketing Research

Abstract

Significant advances in neuroscience in the last couple of decades are finally bringing us closer to a place we have never been before inside the human mind. Research is able to measure brain movement and emotions to see how brain works. Conventional marketing tools have proven to be limited when testing human subjects and have frequently been criticized for their inability to assess consumers' motivations. Although neuromarketing is gaining popularity among professionals and academicians, there are still reservations when it comes to the function of neuromarketing and its level of information accuracy. The emerging field of emotions as a physiological state in marketing has established itself as an important source for marketers and academic research. This article reviews the history of neuromarketing, describes its applications, depicts the challenges in its implementation, and hence explores potential elucidation to ensure effective uses that remain underexplored.

Neuromarketing and its implications for operations management: an experiment with two brands of beer

“…The amount of daily information that consumers are exposed to is monumental and has grown exponentially in recent decades, while traditional marketing surveys are becoming increasingly less effective (Barkin, 2013;Ait Hammou et al, 2013;Solnais et al, 2013;Sreedevi et al, 2013). Stimuli are increasingly intensified, either visual, olfactory and mostly auditory.…”

The Use of Eye-Tracker and Face Reader as Useful Consumer Neuroscience Tools Within Logo Creation

“…They may have negative consequences, such as causing excessive shopping. As soon as a magic button appears, unethical companies will use existing information without a doubt to add dependence on their products and brands to the detriment of consumers' physical and mental health (Hammou et al, 2013). On the other hand, marketers pretend that if people consider non-marketing research to be unethical, it is as if they categorized the effort to sell something immoral.…”

“…Nowadays, when someone becomes subject to such research, he / she signs a form of understanding the goal of the research and grants approval to use the images for research purposes. But there are still some critics who require the introduction of relevant laws and regulations to prevent privacy violations (Hammou et al, 2013).…”

“…There is no magic purchase button. Each decision concerns different areas of the brain that are stimulated in different directions and by various factors (Hammou et al, 2013). Given that it will evolve continuously, it will be necessary to develop publishing standards, to create training centers that will educate students and provide further training for faculties wishing to teach themselves in this field.…”

Formation and Promotion of the Territory Brand of the Neuromarketing Tools

“…Oshmarina Y [23] studied theoretical bases of formation and promotion of emotional branding taking into account the neuromarketing approach to the works [24], [25], [26] explored special aspects of sales of emotions, while neuromarketing as a new research tool of brands is described in the publications of M A Chaikovskay, etc. [27].…”