Overview of Neuromarketing: Theoretical Framework and Techniques

Abstract

In the world of marketing, neuro-marketing is a new idea. It's an idea where different scientific instruments and approaches are applied to analyze customer behavior. Neuro-marketing, often known as neuro-science, is the study of consumers' brains to forecast their behavior. Immersion of neuroscientific methods in the neuro-marketing world allows marketers to improve their communications by exposing the trance decisions of customers. It has become more challenging for firms to understand consumer behavior these days. With the internet, the word-on-the-street has become the web-rooming—a term for the process of consumers shopping around for similar products online before making the final decision on which product they will buy. In understanding what customers demand, academic entertainment becomes the must. A small section of a larger field of marketing research that is limited to branding, product design, advertising, and client decision making is termed neuro-marketing.