Neuromarketing is most emerging concept of marketing which is significantly influencing marketing, advertising and sales promotion strategy. Neuromarketing is integration of marketing with medical technology and it is amalgamation of neurophysiology, neuropsychology and neurochemistry. Neuromarketing drew the attention of researchers and practicing managers because there is mismatch between what customer says and what he does. Moreover consumer decision making is not always influenced by theory of economics and in most of the cases customers does not take conscious and rational decision. Heath (2001) pointed out that consumer takes the decision via instinct , emotion, senses. Most of the customers hide their true desire and that is why their decision is influenced by unspoken desire and emotion. Damasio ( 1999) pointed out that 85% of thought, emotion , learning occur in our mind and it can be said that reasoning strategies are defective. Ledoux( 1996) opined that wiring of the brain favors emotion.
Neuromarketing is used to analyze brain pattern of the customers and it examines what part of the brain influence decision of the customers and why customers buy a particular brand. Neuromarketing tools such as FMCG (functional magnetic resonance imaging), EEG ( electroencephalography ), PET , TMS, SCR are used to analyze brain pattern of the customers after showing stimulus to the customers. Researchers are using Neuromarketing to understand unconscious motivation and intuitive decision making of customers. BOLD (blood oxygen detection level) is also used to analyze reaction pattern of the customers when a particular stimulus is shown to them.
Dr. Govind Nath Srivastava
Jaipuria Institute of Management
