Neuromarketing; Its Significance in the Marketing World
Neuromarketing allows marketers to profoundly engage with consumers' latent cognitive processing processes to elicit the desired response. Marketing's more complicated phenomenon is pricking the brain's touch spots to accelerate customer response. To determine how neurons in the human mind work in accordance with marketing principles, this conceptual paper aims to answer three questions: the significance of neuromarketing in the marketing world; the impact of neuromarketing on consumer buying behaviour; and the assessment of neuromarketing with conventional marketing techniques considering previous research. This study reveals the systematic literature review. According to neuro-marketing literature, marketers need automated tools to understand human cognitive processes and build customized market offerings for their target clientele. Because customers are ignorant of their goals, automatic response devices and methodologies can help investigate the neurons of the mind responsible for buying actions in consumer purchasing behaviour. Neuroscience and marketing collaborated to create these automated research tools to study human emotions that influence purchases.
-
Neuro-marketing, Consumer Behaviour, Ethical Concerns
-
(1) Shabana Akbar
Assistant Director, Higher Education Department Peshawar, KP, Pakistan.
(2) Neelam Akbar
Lecturer, Center for Management and Commerce, University of Swat, KP, Pakistan.
(3) Maira Yousuf
MS Scholar, Institute of Management Studies, University of Peshawar, KP, Pakistan.
- deola, O., Evans, O., Edeh, J. N., & Adisa, I. (2022). The Future of Marketing: Artificial Intelligence, Virtual Reality, and Neuromarketing. In Springer eBooks (pp. 253– 280). https://doi.org/10.1007/978-3- 030-88678-3_12
- Akbar, N., & Ahmad, S. (2022). The Moderating Effect of Price Sensitivity on the Relationship between Consumer's Environmental Knowledge and Green Purchase Intentions. Journal of Managerial Sciences, 16(3), 110-125. https://journals.qurtuba.edu.pk/ojs/in dex.php/jms/article/view/519
- Akbar, N., Mordhah, N., & Rafiq, I. (2021). Examining The Moderating Role Of Gender And Also Investigating The Influence Of Marketing Strategies On Online Consumer Buying Behavior. Webology, 18(1), 895-912. https://www.webology.org/data- cms/articles/20220407112637amwebo logy%2018%20(1)%20- %2075%20ppdf.pdf
- Akbar, N., Rafiq, I., Uddin, Z., & Bilal, M. (2021). Observing the role of online marketing strategies with consumer buying behaviour in the presence of Attitude as a mediator. ILMA Journal of Social Sciences and Economics, 2, 124- 139. http://ijsse.ilmauniversity.edu.pk/arc/ Vol2/pdf/v2/3.pdf
- Fauzi, A. A., & Riyanto, E. (2022). Neuromarketing: The Philosophy and Culture of Consumerism in Indonesia. Malaysian Journal of Social Sciences and Humanities (MJSSH), 7(1), 325–334. https://doi.org/10.47405/mjssh.v7i1.1 237
- Alam Kazmi, S. H., Aqil, M., & Raza, M. (2019). Horizons of neuromarketing in consumer behavior. European Online Journal of Natural and Social Sciences: Proceedings, 8(3 (s)), 99-107.
- Aldayel, M., Ykhlef, M., & Al-Nafjan, A. (2020). Deep Learning for EEG-Based Preference Classification in Neuromarketing. Applied Sciences, 10(4), 1525. https://doi.org/10.3390/app100 41525
- Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). Neuromarketing: Marketing research in the new millennium. Neuroscience Research Notes, 4(3), 27– 35. https://doi.org/10.31117/neuroscirn.v 4i3.79
- Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021a). Neuromarketing: The popularity of the brain-imaging and physiological tools. Neuroscience Research Notes, 3(5), 13–22. https://doi.org/10.31117/neuroscirn.v 3i5.80
- Alsharif, A. H., Salleh, N. Z. M., Baharun, R., Abuhassna, H., & Alsharif, Y. H. (2022). Neuromarketing in Malaysia: Challenges, limitations, and solutions. In 2022 International Conference on Decision Aid Sciences and Applications (DASA). https://doi.org/10.1109/dasa54658.2 022.9765010
- Alsharif, A. H., Salleh, N. Z. M., E, A. R. H., Khraiwish, A., Putit, L., & Arif, L. S. M. (2023). Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers. Sustainability, 15(5), 4603. https://doi.org/10.3390/su1505 4603
- Amin, C. R., Hasin, M. F., Leon, T. S., Aurko, A. B., Tamanna, T., Rahman, A., & Parvez, M. K. (2020). Consumer Behavior Analysis using EEG Signals for Neuromarketing Application. https://doi.org/10.1109/s sci47803.2020.9308358
- Avendaño Castro, W. R., Luna Pereira, H. O., & Rueda Vera, G. (2021). Visual neuromarketing strategies in two shopping malls in the city of Cúcuta, Colombia. Cuadernos de Administración (Universidad del Valle), 37(71), 123- 150
- Balconi, M., & Sansone, M. (2021). Neuroscience and Consumer Behavior: Where to Now? Frontiers in Psychology, 12. https://doi.org/10.338 9/fpsyg.2021.705850
- González, M. B., Baraybar-Fernández, A., & Fernández, M. R. (2020). The Application of Neuromarketing Techniques in the Spanish Advertising Industry: Weaknesses and Opportunities for Development. Frontiers in Psychology, 11. https://doi.org/10.338 9/fpsyg.2020.02175
- Bansal, A., Bansal, R., Bansal, A., Kumar, M., & Kumar, P. S. (2022). Normative Concerns in Neuromarketing. In IGI Global eBooks (pp. 234– 243). https://doi.org/10.4018/978-1- 6684-5897-6.ch020
- Biswas, A., Mashrur, F. R., Rahman, K. M., Miya, M. T. I., Sarker, F., & Mamun, K. a. A. (2022). An Overview of Neuromarketing Research in Developing Countries: Prospects and Challenges. https://doi.org/10.1145/3 542954.3542977
- BoÄková, K. H., Å krabánková, J., & Hanák, M. (2021). Theory and Practice of Neuromarketing: Analyzing Human Behavior in Relation to Markets. Emerging Science Journal, 5(1), 44– 56. https://doi.org/10.28991/esj- 2021-01256
- Boz, H., & Koç, E. (2022). Using Neuromarketing Tools in Hospitality and Tourism Research. In Emerald Publishing Limited eBooks (pp. 87–109). https://doi.org/10.1108/978-1- 80117-550-020221005
- Caratù, M., Patrizia, C., & Alberto, M. (2018). Application of Neuro-Marketing techniques to the wine tasting experience., 290–298. https://research.unipg.it/handle/1139 1/1447683
- Cardoso, L., Chen, M., Araújo, A. S., De Almeida, G. G. F., Dias, F., & Moutinho, L. (2022). Accessing Neuromarketing Scientific Performance: Research Gaps and Emerging Topics. Behavioral Sciences, 12(2), 55. https://doi.org/10.3390/bs12020055
- Casado-Aranda, L., Sánchez-Fernández, J., & Bastidas-Manzano, A. (2022). EHS Hotels: Neuroimaging or Self-Reports When Evaluating Tourism Advertising and Websites? In (pp. 255– 275). https://doi.org/10.1007/978- 981-16-4671-3_15
- Casado-Aranda, L., Sánchez-Fernández, J., & Viedma-Del-Jesús, M. I. (2022). Neural Responses to Hedonic and Utilitarian Banner Ads: An fMRI Study. Journal of Interactive Marketing, 57(2), 296– 322. https://doi.org/10.1177/1094996 8221087259
- Cherubino, P., Martinez-Levy, A. C., Caratù, M., Cartocci, G., Di Flumeri, G., Modica, E., Rossi, D., Mancini, M., & Trettel, A. (2019). Consumer Behaviour through the Eyes of Neurophysiological Measures: State-of-the-Art and Future Trends. Computational Intelligence and Neuroscience, 2019, 1– 41. https://doi.org/10.1155/2019/197 6847
- Constantinescu, M., Orindaru, A., Pachitanu, A., Rosca, L., Caescu, S., & Orzan, M. (2019). Attitude Evaluation on Using the Neuromarketing Approach in Social Media: Matching Company’s Purposes and Consumer’s Benefits for Sustainable Business Growth. Sustainability, 11(24), 7094. https://doi.org/10.3390/su1124 7094
- Duque-Hurtado, P. L., Samboni-Rodriguez, V., Castro-Garcia, M., Restrepo, L. a. M., & Restrepo, I. a. M. (2020). Neuromarketing: Its current status and research perspectives. Estudios Gerenciales, 36(157) 525– 539. https://doi.org/10.18046/j.estger .2020.157.3890
- Gill, R., & Singh, J. (2020). A study of neuromarketing techniques for proposing cost effective information driven framework for decision making. Materials Today: Proceedings, 49, 2969– 2981. https://doi.org/10.1016/j.matpr .2020.08.730
- Goga, E., Orzan, M., Grejdan, E. F., Gradinescu, I., Radulian, A., & Orzan, A. (2022). ROMANIAN CONSUMERS’ PERCEPTIONS TOWARDS HUMANOID ROBOTS INVOLVED IN VARIOUS FIELDS – STUDY IMPLYING A NEUROMARKETING TOOL (EYE TRACKING). In INTED proceedings. International Academy of Technology, Education and Development. https://doi.org/10.2112 5/inted.2022.2685
- Goker, N., & Dursun, M. (2019). A fuzzy scenario-based approach to analyzing neuromarketing technology evaluation factors. Soft Computing, 23(23), 12295-12304. https://doi.org/10.1007/s00500-019- 03770-5
- Golnar-Nik, P., Farashi, S., & Safari, M. (2019). The application of EEG power for the prediction and interpretation of consumer decision-making: A neuromarketing study. Physiology & Behavior, 207, 90– 98. https://doi.org/10.1016/j.physbeh. 2019.04.025
- Goncalves, M., Luther, V., & Hayes, S. (2022). Neuromarketing’s socioeconomic status and racial discrimination, and lack of transparency. Journal of International Business and Management, 5(12), 01- 18. https://doi.org/10.37227/aricon- jibm-2022-11-6734
- Gurgu, E., Gurgu, I., & Tonis, R. (2020). Neuromarketing for a better understanding of consumer needs and emotions. Independent Journal of Management & Production, 11(1), 208 . https://doi.org/10.14807/ijmp.v1 1i1.993
- Halkiopoulos, C., Antonopoulou, H., Gkintoni, E., & Aroutzidis, A. S. (2022). Neuromarketing as an Indicator of Cognitive Consumer Behavior in Decision-Making Process of Tourism destination—An Overview. In Springer eBooks (pp. 679– 697). https://doi.org/10.1007/978-3- 030-92491-1_41
- Headset, U. E. (2022). Towards Multimodal Neuroimaging. Worcester Polytechnic Institute,
- Hemais, M. W., & Oliveira, L. (2023). Is consumerism only what Philip Kotler says it is? A decolonial analysis on failures, hierarchies, and exclusions. Journal of Marketing Management, 1– 26. https://doi.org/10.1080/0267257x .2023.2211592
- Hsu, L., & Chen, Y. (2020b). Neuromarketing, Subliminal Advertising, and Hotel Selection: An EEG Study. Australasian Marketing Journal (Amj), 28(4), 200– 208. https://doi.org/10.1016/j.ausmj. 2020.04.009
- Varón, D. J., Tur-Viñes, V., Rabasa, A., & Polotskaya, K. (2020). An Adaptive Machine Learning Methodology Applied to Neuromarketing Analysis: Prediction of Consumer Behaviour Regarding the Key Elements of the Packaging Design of an Educational Toy. Social Sciences, 9(9), 162. https://doi.org/10.3390/socsci90 90162
- Kaheh, S., Ramirez, M. S., Wong, J. W. C., & George, K. (2021). Neuromarketing using EEG Signals and Eye-tracking. In 2021 IEEE International Conference on Electronics, Computing and Communication Technologies (CONECCT). https://doi.org/10.1109/ conecct52877.2021.9622539
- Khurana, V., Gahalawat, M., Kumar, P., Roy, P. P., Dogra, D. P., Scheme, E., & Soleymani, M. (2021). A Survey on Neuromarketing Using EEG Signals. IEEE Transactions on Cognitive and Developmental Systems, 13(4), 732– 749. https://doi.org/10.1109/tcds.202 1.3065200
- Kong, L., He, Q., Li, Q., Schreiber, R., Kaitin, K. I., & Shao, L. (2023). Rapid progress in neuroimaging technologies fuels central nervous system translational medicine. Drug Discovery Today, 103485.
- Kusumaningrum, A. P., Windyarti, I., & Pradini, G. (2023). Analysis of Service Quality, Price, And Promotion on Consumer Satisfaction at The Cake Shop Bolu Enak Pengasinan Depok. INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS), 3(2), 148-155.
- Levallois, C., Smidts, A., & Wouters, P. (2021). The emergence of neuromarketing investigated through online public communications (2002– 2008). Business History, 63(3), 443– 466. https://doi.org/10.1080/0007679 1.2019.1579194
- Mansor, A. A., & Isa, S. M. (2020). Fundamentals of neuromarketing: What is it all about? Neuroscience Research Notes, 3(4), 22–28. https://doi.org/10.31117/neurosci rn.v3i4.58
- Mansor, A. A., & Isa, S. M. (2018). The Impact of Eye Tracking on Neuromarketing for Genuine Value- Added Applications. Global Business and Management Research: An International Journal, 10(1), 1- 11. https://www.questia.com/library/j ournal/1G1-562706484/the-impact-of- eye-tracking-on-neuromarketing-for- genuine
- Martinez-Levy, A. C., Rossi, D., Cartocci, G., Mancini, M., Di Flumeri, G., Trettel, A., Babiloni, F., & Cherubino, P. (2021). Message framing, non-conscious perception and effectiveness in non- profit advertising. Contribution by neuromarketing research. International Review on Public and Nonprofit Marketing, 19(1), 53– 75. https://doi.org/10.1007/s12208- 021-00289-0
- Mashrur, F. R., Rahman, K. M., Miya, M. T. I., Vaidyanathan, R., Anwar, S. M., Sarker, F., & Mamun, K. a. A. (2022). An intelligent neuromarketing system for predicting consumers’ future choice from electroencephalography signals. Physiology & Behavior, 253, 113847. https://doi.org/10.1016/j.physbeh.202 2.113847
- Mehlhose, C. (2022). Applying Mobile Consumer Neuroscience for Food Marketing - the Special Case of fNIRS. https://doi.org/10.53846/goedi ss-9289
- Merkley, T. L. (2023). Introduction to the Special Section of Neuropsychology Review: Advanced Neuroimaging Findings in Mild Traumatic Brain Injury. Neuropsychology Review, 33(1), 1-4.
- Morin, C., & Renvoisé, P. (2018). The persuasion code: How neuromarketing can help you persuade anyone, anywhere, anytime: John Wiley & Sons.
- Moya, I., GarcÃa-Madariaga, J., & Blasco, M. A. (2020). What Can Neuromarketing Tell Us about Food Packaging? Foods, 9(12), 1856. https://doi.org/10.3390/foods9 121856
- Naim, A. (2023). Application of Neuro- Marketing for Developing Products and Services. Web of Technology: Multidimensional Research Journal, 1(1), 1-11.
- Nazarova, R., & Lazizovich, T. K. (2019). NEUROMARKETING − A TOOL FOR INFLUENCING CONSUMER BEHAVIOR. International Journal of Innovative Technologies in Economy, 5(25), 11– 14. https://doi.org/10.31435/rsglobal _ijite/30092019/6664
- Nilashi, M., Samad, S., Ahmadi, N., Ahani, A., Abumalloh, R. A., Asadi, S., . . . Yadegaridehkordi, E. (2020). Neuromarketing: a review of research and implications for marketing. Journal of Soft Computing and Decision Support Systems, 7(2), 23-31
- Oikonomou, V. P., Georgiadis, K., Kalaganis, F., Nikolopoulos, S., & Kompatsiaris, I. (2023). A Sparse Representation Classification Scheme for the Recognition of Affective and Cognitive Brain Processes in Neuromarketing. Sensors, 23(5), 2480. https://doi.org/10.3390/s23052 480
- Rawnaque, F. S., Rahman, K. M., Anwar, S. M., Vaidyanathan, R., Chau, T., Sarker, F., & Mamun, K. a. A. (2020). Technological advancements and opportunities in Neuromarketing: a systematic review. Brain Informatics, 7(1), 1- 19. https://doi.org/10.1186/s40708- 020-00109-x
- Royo-Vela, M., & Varga, Ã. J. (2022). Unveiling Neuromarketing and Its Research Methodology. Encyclopedia, 2(2), 729– 751. https://doi.org/10.3390/encyclop edia2020051
- Russo, V., Bilucaglia, M., Circi, R., Bellati, M., Valesi, R., Laureanti, R., Licitra, G., & Zito, M. (2022). The Role of the Emotional Sequence in the Communication of the Territorial Cheeses: A Neuromarketing Approach. Foods, 11(15), 2349. https://doi.org/10.3390/foods1 1152349
- Shukla, S. (2019). Neuromarketing: a change in marketing tools and techniques. International Journal of Business Forecasting and Marketing Intelligence, 5(3), 267. https://doi.org/10.1504/ijbfmi.2 019.104044
- Siddique, J., Shamim, A., Nawaz, M., & Abid, M. F. (2023). The hope and hype of neuromarketing: a bibliometric analysis. Journal of Contemporary Marketing Science, 6(1), 1-21. https://doi.org/10.1108/jcmars-07- 2022-0018
- Spence, C. (2019). On the Ethics of Neuromarketing and Sensory Marketing. In Advances in neuroethics (pp. 9–29). Springer International Publishing. https://doi.org/10.1007/9 78-3-030-27177-0_3
- Tirandazi, P., Bamakan, S. M. H., & Toghroljerdi, A. (2022). A review of studies on internet of everything as an enabler of neuromarketing methods and techniques. The Journal of Supercomputing, 79(7), 7835– 7876. https://doi.org/10.1007/s11227 -022-04988-1
- Watanuki, S., & Akama, H. (2022). Neural substrates of brand equity: applying a quantitative meta-analytical method for neuroimage studies. Heliyon, 8(6), e09702. https://doi.org/10.1016/j.heli yon.2022.e09702
- Weiner, M. W., Veitch, D. P., Miller, M. J., Aisen, P. S., Albala, B., Beckett, L. A., Green, R. C., Harvey, D. J., Jack, C. R., Jagust, W. J., Landau, S. M., Morris, J. C., Nosheny, R. L., Okonkwo, O. C., Perrin, R. J., Petersen, R. C., Rivera- Mindt, M., Saykin, A. J., Shaw, L. M., . . . Trojanowski, J. Q. (2022). Increasing participant diversity in AD research: Plans for digital screening, blood testing, and a communityâ€engaged approach in the Alzheimer’s Disease Neuroimaging Initiative 4 https://doi.org/10.1002/alz.1279 7
- YÜCEL, A., & ŞİMŞEK, A. İ. (2019). Measuring Consumer Brand Perceptions in Terms of Neuromarketing by Using The EEG Method: An Experimental Study on The Automotive Industry. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 6(1), 121-133. https://dergipark.org.tr/tr/pub/asead/ issue/42912/506625
- Zaltman, G., & Kosslyn, S. M. (2000). Neuroimaging as a marketing tool. In: Google Patents
Cite this article
-
APA : Akbar, S., Akbar, N., & Yousuf, M. (2023). Neuromarketing; Its Significance in the Marketing World. Global Social Sciences Review, VIII(II), 376-389. https://doi.org/10.31703/gssr.2023(VIII-II).34
-
CHICAGO : Akbar, Shabana, Neelam Akbar, and Maira Yousuf. 2023. "Neuromarketing; Its Significance in the Marketing World." Global Social Sciences Review, VIII (II): 376-389 doi: 10.31703/gssr.2023(VIII-II).34
-
HARVARD : AKBAR, S., AKBAR, N. & YOUSUF, M. 2023. Neuromarketing; Its Significance in the Marketing World. Global Social Sciences Review, VIII, 376-389.
-
MHRA : Akbar, Shabana, Neelam Akbar, and Maira Yousuf. 2023. "Neuromarketing; Its Significance in the Marketing World." Global Social Sciences Review, VIII: 376-389
-
MLA : Akbar, Shabana, Neelam Akbar, and Maira Yousuf. "Neuromarketing; Its Significance in the Marketing World." Global Social Sciences Review, VIII.II (2023): 376-389 Print.
-
OXFORD : Akbar, Shabana, Akbar, Neelam, and Yousuf, Maira (2023), "Neuromarketing; Its Significance in the Marketing World", Global Social Sciences Review, VIII (II), 376-389
-
TURABIAN : Akbar, Shabana, Neelam Akbar, and Maira Yousuf. "Neuromarketing; Its Significance in the Marketing World." Global Social Sciences Review VIII, no. II (2023): 376-389. https://doi.org/10.31703/gssr.2023(VIII-II).34