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Neuromarketing

Neuromarketing

Copyright: © 2018 |Pages: 8
ISBN13: 9781522548348|ISBN10: 1522548343|EISBN13: 9781522548355
DOI: 10.4018/978-1-5225-4834-8.ch001
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MLA

Joana Coutinho de Sousa. "Neuromarketing." Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities, IGI Global, 2018, pp.1-8. https://doi.org/10.4018/978-1-5225-4834-8.ch001

APA

J. de Sousa (2018). Neuromarketing. IGI Global. https://doi.org/10.4018/978-1-5225-4834-8.ch001

Chicago

Joana Coutinho de Sousa. "Neuromarketing." In Neuromarketing and Big Data Analytics for Strategic Consumer Engagement: Emerging Research and Opportunities. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-4834-8.ch001

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Abstract

The human behavior results from a joint activity of the nervous system with the sensory organs and endocrine glands. The nervous system plays a decisive role in the behavior and mental processes, coordinating the relationship that the body has with the external environment and ensuring the internal communication of the body. With the evolution of technology and increasing public knowledge of marketing techniques to attract consumers to buy certain products, the Marketing area is currently faced with the need to develop new mechanisms for neurobehavioral interpretation. This, a new sub-area of Marketing begins to emerge designated Neuromarketing. Neuromarketing combines psychology, neuroscience, and economics to help marketers better understand consumer behaviour. Neuroscientific technologies are used in order to understand the consumer motivations and emotions and to study how the brain is physiologically affected by advertising and marketing strategies.

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