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Neuroscience Marketing: A New Age Marketing

Neuroscience Marketing: A New Age Marketing

Shenki Tyagi, Mani Tyagi, Ashish Kumar Srivastava, Shefali Saluja
Copyright: © 2024 |Pages: 15
ISBN13: 9798369317853|ISBN13 Softcover: 9798369345184|EISBN13: 9798369317860
DOI: 10.4018/979-8-3693-1785-3.ch014
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MLA

Tyagi, Shenki, et al. "Neuroscience Marketing: A New Age Marketing." Building Organizational Resilience With Neuroleadership, edited by Shefali Saluja, et al., IGI Global, 2024, pp. 215-229. https://doi.org/10.4018/979-8-3693-1785-3.ch014

APA

Tyagi, S., Tyagi, M., Srivastava, A. K., & Saluja, S. (2024). Neuroscience Marketing: A New Age Marketing. In S. Saluja, J. Kukreja, & S. Sharma (Eds.), Building Organizational Resilience With Neuroleadership (pp. 215-229). IGI Global. https://doi.org/10.4018/979-8-3693-1785-3.ch014

Chicago

Tyagi, Shenki, et al. "Neuroscience Marketing: A New Age Marketing." In Building Organizational Resilience With Neuroleadership, edited by Shefali Saluja, Jyoti Kukreja, and Sandhir Sharma, 215-229. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-1785-3.ch014

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Abstract

The use of neuroscience techniques in marketing is known as neuroscience marketing. This emerging marketing field uses medical technology to study how the brain reacts to stimuli related to marketing. In essence, neuroscience marketing is a technique that aids businesses in investigating consumer purchasing behavior. Marketers can explore why customers make their own decisions by measuring a consumer's preference based on activity in specific brain regions. The use of neuromarketing strategies in advertising and packaging design tactics is covered in this chapter, along with how they allow marketers to exert a pre-established emotional effect.

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