Neuromarketing: The Physiological Tools for Understanding Consumer Behaviour

Abstract

Traditional techniques can measure cognitive and emotional verbal expressions below the consciousness level. The disadvantages of this technique is not able to provide information on emotional responses in an unconscious state. Artificial intelligence of neural network is a cost-effective and an alternative for neuromarketing tools. Neuromarketing is a new technique for designing marketing strategies, especially advertising campaigns. The tools in neuroscience to measure behavioural response based on psychology, such as behaviour prediction and cognitive patterns. Marketers have used a variety of different tools, such as functional magnetic resonance imaging (fMRI), eye tracking, electroencephalography (EEG), facial expressions, galvanic skin response (GSR) and others. Therefore, neuromarketing holds great potential for marketers to manufacturing sectors in the coming year.