Neuromarketing approach: an overview and future research direction

Abstract

Neuromarketing is the embryonic field of marketing science. Despite being controversial, it remains the most promising field to study genuine consumers’ responses in front of the marketing stimuli such as sound, brand and so forth. Therefore, neuromarketing aims to study the relevant part in the human termed as 'brain' which is swayed by marketing stimuli. Undoubtedly, the researchers and academia can record and measured the brain activity through using the state-of-the-art neuroimaging techniques such as functional magnetic resonance imaging (fMRI), the electroencephalography (EEG), and other neuromarketing methods. Therefore, the academia and industry are relied on neuromarketing due to the widely acknowledged fact that the majority of our emotions and thinking takes place beyond the level of our awareness, thereby, the consumer purchase decisions are made in the subconscious mind which impact on their daily deliberations. This study reviews and discusses the most important techniques of neuromarketing (e.g., fMRI and EEG) to understand the consumer’s brain responses. The findings of this study refer to that neuromarketing is pregnant with valuable information toward consumer decision-making.