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Measuring Consumer Behavior Using Neuroscience Methods in Marketing

Measuring Consumer Behavior Using Neuroscience Methods in Marketing

Cynthia A. Bulley, Veronica Adu Brobbey, Esther O. Duodu
Copyright: © 2019 |Pages: 22
ISBN13: 9781522579069|ISBN10: 1522579060|ISBN13 Softcover: 9781522586432|EISBN13: 9781522579076
DOI: 10.4018/978-1-5225-7906-9.ch002
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MLA

Bulley, Cynthia A., et al. "Measuring Consumer Behavior Using Neuroscience Methods in Marketing." Exploring the Dynamics of Consumerism in Developing Nations, edited by Ayantunji Gbadamosi, IGI Global, 2019, pp. 31-52. https://doi.org/10.4018/978-1-5225-7906-9.ch002

APA

Bulley, C. A., Brobbey, V. A., & Duodu, E. O. (2019). Measuring Consumer Behavior Using Neuroscience Methods in Marketing. In A. Gbadamosi (Ed.), Exploring the Dynamics of Consumerism in Developing Nations (pp. 31-52). IGI Global. https://doi.org/10.4018/978-1-5225-7906-9.ch002

Chicago

Bulley, Cynthia A., Veronica Adu Brobbey, and Esther O. Duodu. "Measuring Consumer Behavior Using Neuroscience Methods in Marketing." In Exploring the Dynamics of Consumerism in Developing Nations, edited by Ayantunji Gbadamosi, 31-52. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7906-9.ch002

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Abstract

Neuromarketing is providing the leverage for marketers to delve into consumers' subconscious minds to determine behavior. Marketers, economists, and other consumer-related disciplines are looking to science to accurately determine consumer behavior. The purpose of this chapter is to provide insight into a burgeoning field of study, neuromarketing, documenting various research studies and applications of mechanisms in determining brain activities and other uses of science to benefit marketing research. Data for the study is derived from impartial cross-referencing of conceptual and empirical articles published in major journals. The application of neuroimaging technique in research have provided marketers with concrete evidence of brain activation that signal increased activities during stimulation. Further, the implication and causes of concern in using neuroscience methods in marketing are highlighted. Developing country studies on neuromarketing are examined to determine its application and use as a marketing research tool.

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