Neuromarketing for Decision Making in the Digital Era

Abstract

This chapter reviews neuromarketing and AI interaction, especially related to sophisticated decision-making techniques that provide better insights into the phenomenon of consumer behavior. Neuromarketing incorporates neuroscience into marketing strategies to analyze subconscious reactions to achieve a level of understanding beyond traditional means such as surveys. Neuromarketing in the world of digital era lies in the complexity of the consumer structure where fast decisions are made unconsciously. Amongst the three key benchmark decision-making methods-neural networks, fuzzy decision-making and evolutionary algorithms-the three represent processing complex data, incorporating subtle consumer preferences, and continuously optimizing marketing strategies within iterative feedback loops. An AI-driven decision making conceptualizes a holistic approach to data gathering using neuromarketing tools, feature extraction with neural networks, and decision optimization through fuzzy logic and evolutionary algorithms.