Title: Examining consumer psychology and marketing professionals perceptions towards neuromarketing

Authors: V. Selvalakshmi; Sri V.T. Baalaji Amuthan; R. Srinivasan

Addresses: Department of Management Studies, SRM Valliammai Engineering College, Chennai, India ' Department of Management Studies, SRM Valliammai Engineering College, Chennai, India ' Jamnalal Bajaj Institute of Management Studies (JBIMS), Mumbai, India

Abstract: Neuromarketing has emerged as a new place of study. Advancement in the neurosciences helps in measuring even minute neuronal activities. Neuromarketing makes use of the state-of-the-art advances in mind scanning to show the goals, expectancies and hidden restraints of purchasers. Though the concept has created ripples in the advertising enterprise all around in the world, it is yet to go miles ahead to penetrate in Indian advertising state of affairs. The significance and attractiveness of neuromarketing in India lies upon the truth that, corporations all over the international see a massive ability within the Indian markets. This research paper explores the influences of neuromarketing on the consumer decision making towards product purchase and marketers perception. It discusses how companies have effectively used this technique in exploring customer mindset. The research paper is descriptive in nature.

Keywords: neuromarketing; electroencephalography; EEG; consumer decision making; marketing research.

DOI: 10.1504/IJBG.2023.134942

International Journal of Business and Globalisation, 2023 Vol.35 No.3, pp.312 - 324

Received: 20 Jan 2020
Accepted: 31 Mar 2020
Published online: 22 Nov 2023 *

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