Abstract:
Today, businesses continuously monitor what consumers buy but it is always difficult for
them to find out 'why' they buy or how meticulously their thought process functions in
making buying decisions. This is the reason why many marketers have started taking
interest in understanding human brain through various brain mapping tools for
understanding their consumer in a better way. Further various neuroimaging techniques
like EEG (Electroencephalography), Nuclear Magnetic Resonance (NMR) and fMRI
(functional Magnetic Resonance Imaging), have enabled researchers to plot the crucial
brain activity of an individual in response to various marketing stimuli. This paper aims to
explore how the emerging field of Neuromarketing plays a pivotal role in unveiling the
enigma of consumer psychology and presents neuromarketing as a way to detect brain
activation during customer engagement. Paper throws some light on techniques used in
neuromarketing, focusing on various parameters in application of neuromarketing, and
identifying controversies and ethical issues about it, as well as its limitations
