ROLE OF NEUROMARKETING IN UNDERSTANDING CONSUMER BEHAVIOR: A LITERATURE OVERVIEW
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Abstract
Neuromarketing has been widely used to measure consumer behavior through several stimulation, including logo colors of a brand. Neuromarketing is applied using electroencephalography (EEG) signal analysis to the human brain's respons. This article explores the emerging field of neuromarketing and its potential impact on consumer buying behaviour. Neuromarketing combines neuroscience, psychology, and marketing to better understand consumer decision-making processes. The article discusses the various techniques used in neuromarketing research, including functional magnetic resonance imaging (fMRI), electroencephalography (EEG), and eye-tracking, and the insights they provide into the subconscious factors that influence consumer behaviour. The article also discusses the ethical concerns surrounding neuromarketing, particularly regarding the manipulation of consumer behaviour. Overall, the article suggests that neuromarketing has the potential to revolutionize the way marketers understand and influence consumer behaviour. Neuromarketing has the potential to revolutionize the way businesses understand and engage with consumers. By providing insights into the emotional and psychological factors that influence purchasing decisions, businesses can create more effective marketing campaigns that resonate with consumers on a deeper level. However, it is essential to balance these benefits with ethical considerations and ensure that consumers' privacy is protected.
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