Paper Title :Neuro Marketing - An Expanding Field of Marketing Research

Author :Rashesh Patel

Article Citation :Rashesh Patel , (2020 ) " Neuro Marketing - An Expanding Field of Marketing Research " , International Journal of Management and Applied Science (IJMAS) , pp. 13-16, Volume-6,Issue-10

Abstract : Different brain regions are activated according to choice predictability, with unpredictable choices eliciting activity in regions associated with silent vocalisation and judgement of rewards. Technological advances associated with the development of interdisciplinary studies arrive encouraging and motivating the search for understanding and clarification of the complex features of the human mind. One such possibility is the Neuromarketing, which is the result of the union of Marketing and Psychology and Neuroscience. This area search in the brain's understanding of the human mind, emotions, behaviours and decision-making. This paper provides for basics of understanding convergence of Neuro Science and Marketing, leading to better understanding of unconscious behaviour of consumers. Keywords - Advertising, Consumer Behaviour, Consumer Neuroscience, Neuromarketing

Type : Research paper

Published : Volume-6,Issue-10

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