Neuromarketing: The New Dawn and Disruption in Marketing Research

Abstract

The 21st Century is termed as the ‘Century of the Brain’ and the ‘Human Brain’ has 100 billion neurons and each neuron is connected to 10000 other neurons. ‘Meme’ is a unit of information that is stored in the brain and these units are effective at influencing a person who is making choices and decisions within 2.6 seconds. The ‘Neuromarketing’ is emerged from the realms of ‘Neuro Science’ as a new dawn and digi-driven disruption in the arena of ‘Marketing Research’ that studies the cognitive and emotional brain responses to marketing stimuli. The ‘Consumer Neuro Science’ by instigating brain wave tools figuring out what customers’ thoughts and brain responses are towards a product, service, advertisement, or even packaging. Neuromarketing mapping the activities in specific regional strata of the brain, capturing and predicting the psychological as well as physiological behavioral changes of buyers and/or consumers at a point-of-sale. The chapter intends to present the conceptual focus of ‘Buying Brain’ viz., Neuro Marketing, the role of ‘Memes’ in buying decisions, besides the tools and techniques adopted in persuading Buyers as Consumers and/or Prosumers that remain unearthed and unexplored.