Author

Description

In order to better understand consumer behavior beyond self-reported statistics, the interdisciplinary area of neuromarketing has arisen, combining neuroscience and marketing. The unconscious cognitive and emotional processes that affect consumer decisions are frequently missed by conventional marketing research techniques. Researchers can examine how customers' brains and bodies react to marketing stimuli by using neuromarketing methods including electroencephalography (EEG), functional magnetic resonance imaging (fMRI),

Keywords

Consumer behaviour, neuromarketing, consumer neuroscience, decision-making, emotional processing