Affiliation:
1. Vaish College of Engineering, India
2. Maharshi Dayanand University, India
3. College of Business and Administration, Princess Nourah Bint Abdulrahman University, Riyadh, Saudi Arabia
Abstract
In the new global economy, neuromarketing has emerged as a key marketing concern. It is an integrative field that incorporates elements of marketing, psychology, and neuroscience. This novel idea offers fresh perspectives and potent methods for doing marketing research, particularly on customer behaviour. Neuromarketing offers the chance to comprehend the neural level functions in customers' brains that provides insightful knowledge about the customers' cognitive decision-making system that is not normally captured by conventional management analytical techniques. This chapter aims at exploring the tools, roles, and ethical concerns of neuromarketing. Secondary sources of data like books, research papers, theses, newspaper articles, magazines, and reports etc. are utilized in this chapter. This study is relevant not only for academia but also for marketers practicing neuromarketing for identifying consumer behaviour.
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