Decoding the Consumer Mind - Navigating Neuromarketing Insights

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@article{1705298,
      author = {Dr. Prakash S Alalageri, Dr. Navin Nagaraj},
      title = {Decoding the Consumer Mind - Navigating Neuromarketing Insights},
      journal = {Iconic Research And Engineering Journals},
      year = {2023},
      volume = {7},
      number = {6},
      pages = {153-158},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1705298.pdf},
      abstract = {In the contemporary landscape, marketers are increasingly dedicated to gaining a profound understanding of their customers, delving into consumer preferences, motivations, and expectations like never before. However, traditional methodologies for comprehending customers have met with mixed reactions, with some proving less successful, often relying on explicit expressions where customers need to articulate their thoughts before responding. In response to these challenges, this paper critically reviews and discusses a range of tools within the realm of Neuromarketing uses and where and how these are used for the better understanding of the black box of the consumer mind. Neuromarketing, a subset of neuroscience, seeks to uncover the concealed aspects of consumer behaviour by analysing brain reactions and other physiological responses. A comprehensive examination of the literature suggests that neuroimaging techniques can indeed provide valuable insights into the unseen and unheard dimensions of the consumer mind and its dynamics.},
      keywords = {Neuromarketing Consumer, Consume Mind, Neuroscience, Research, Traditional Approach},
      month = {December},
  }