Neuromarketing: a Tool to Understand Consumer Behaviour
Volume 42, Issue 1 (2024), pp. 101–109
Pub. online: 5 March 2024
Type: Article
Open Access
Open Access
Published
5 March 2024
5 March 2024
Abstract
This paper studies the concept of neuromarketing in consumer behaviour, emphasising the fact that consumers are not entirely rational
in their decision-making process, because emotions influence their behaviour. Consequently, the neuromarketing field emerged as
a way to understand the subconscious motivations of consumers. The scientific problem of this paper is to analyse how neuromarketing
techniques can be effectively integrated with traditional marketing research methods to provide a comprehensive understanding
of consumer behaviour. It emphasises the fact that traditional marketing research tools may not reveal all essential insights into
consumer behaviour research. Therefore, market research practices should employ neuromarketing tools such as eye tracking, facial
expression analysis, biometrics and neuronal activity measurements. First, six principal neuromarketing research areas are identified:
branding, product design and innovation, advertising effectiveness, shopper decision-making, online experiences, and entertainment
effectiveness. Next, a simplified human behaviour model, consisting of three phases, unconscious, conscious and observable, is discussed.
Finally, the paper focuses on criticisms of neuromarketing and ethical issues.