A Review on: Neuromarketing as an emerging field in consumer research

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