Neuromarketing: Methodologies of Marketing Science

MD. RABIUL, ISLAM RABI and MOHAMMAD, OSMAN GANI and S M SALEH, REZA and S M SALIM, REZA (2015) Neuromarketing: Methodologies of Marketing Science. In: Fourth International Conference On Advances in Economics, Management and Social Study - EMS 2015, 26-27 September, 2015, Kuala Lumpur, Malaysia.


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Studies of neuromarketing passed a decade, finding the insights and decision making process has not changed overnight. In our research, we have found that traditional marketing research has been failed, whereas neuromarketing as a contemporary issue going made an evolutionary history. Different methodologies are now being used to get the hidden unaware subconscious mind what is not possible by the conventional marketing research. We have shown the neural process how the human brain works in different techniques. In this paper, we descried the application of several techniques and the pros and cons of different methodologies that are studied pre-dominantly. Literatures indicate that tools have the potential to provide valuable consumer insights and can develop marketing research. Ethical dilemma and privacy issues are always concerning with the application of the techniques but it’s the beneficial for the marketing decision maker. The studies close by conclusionary reward and anticipate the needs for the evolution of this field.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Neuromarketing, Marketing, Methodologies
Depositing User: Mr. John Steve
Date Deposited: 26 Apr 2019 04:41
Last Modified: 26 Apr 2019 04:41

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