Neuro Marketing as an Aid to Food Packaging

Abstract

The first step in the perception process depends upon the way information is being presented, but the second and third steps of the process are dependent upon organizing and analyzing the capacity of the brain. Therefore, it becomes pertinent for a marketer to have a very fair idea of the way in which the brain of consumers will respond with respect to a specific stimulus. The science of understanding the functioning and responses of the brain is known as neuroscience. When the concepts of neuroscience are applied by the marketers in their marketing activities, it is termed neuromarketing. Although it is a very good technique, it has been observed in many cases that the outcome of the brain can be manipulated by the way of presenting the information. In the light of the above-mentioned facts, the authors of the chapter have made an attempt to understand the benefits of neuromarketing and its applicability in current market scenarios.