Neuro Design and Neuromarketing: A Consumer Insight

Abstract

The development in the field of Neuro Design has evolved into some remarkable developments that have made us use sophisticated techniques in the field of marketing. The human brain has been researched from the perspective of a marketer. The outcomes of these researches are making headways into understanding the mechanics of purchase decisions by a buyer. Thus, a new area has emerged called “neuromarketing.” When a buyer engages with a brand, there are several reactions that take place in the mind of the buyer. These reactions are developed as certain signals in the brain. We can capture these signals and make use of them to make some conclusive understanding of what reactions generate the required purchase decision. The advertising world has been impacted by neuromarketing at the turn of the century remarkably from 2002 onwards. We have witnessed that auto companies worldwide have applied Neuro marketing techniques in their latest advertisements to impress upon knowledgeable buyers. But the question remains how to predict the real intentions of the buyers: their bodily actions depicting their perceptions, minds, and hearts. There are several neuroimaging tools developed by Neuro Design like fMRI, Eye tracking, and EEG. This paper tries to figure out how these tools help the new age marketer in persuading the customer to buy and predicting the outcome of this persuasion accurately.

Keywords: Neuromarketing, Brain Research, Neuroimaging, Eye Tracking, EEG, fMRI

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