Neuromarketing: An emerging scientific tool for marketing decisions.
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Date
2017
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Marketing, Faculty of Management Sciences, River State University of Science and Technology, Port Harcourt, River State , Nigeria.
Abstract
Neuromarketing is an emerging revolutionary marketing research concept which provides marketers with a richer understanding of customers' perceptions, attitudes and behaviour. It is actually a sub-field of neuroscience that aids marketing-related decisions via the usage of brain research techniques. This work reviewed extant literature on the meaning of the neuromarketing concept, the importance of neuromarketing, neuromarketing techniques and the application of neuromarketing to the traditional 4Ps of marketing as well as the limitations of neuromarketing. The paper was fundamentally based on documentary sources through a review of textbooks, journal and seminar papers, conference papers and dissertations. It was concluded that neuromarketing is an emerging marketing tool that can measure neural activities which occur during relevant marketing-related consumer behaviours such as attention, memory, affect and choice. It is also a significant instrument for detecting hidden information about target customers. The paper suggested that marketing managers across different industries should try to explore and exploit the opportunities offered by neuro-marketing techniques to improve their decision-making in the area of marketing efforts.
Description
Keywords
Neuro-marketing, Customers, Perceptions, Attitudes, Emerging
Citation
10. Mustapha, Y.I., Abdul, F. A & Ahmed A.G. (2017). Neuromarketing: An emerging scientific tool for marketing decisions. Journal of Contemporary Marketing, 2(1):13-25. A Publication of Department of Marketing, Faculty of Management Sciences, River State University of Science and Technology, Port Harcourt, River State , Nigeria