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The Neuromarketing Revolution: Bringing Science and Technology to Marketing Insight

The Neuromarketing Revolution: Bringing Science and Technology to Marketing Insight

Elissa Moses, Kimberly Rose Clark
Copyright: © 2020 |Pages: 16
ISBN13: 9781799831150|ISBN10: 1799831159|ISBN13 Softcover: 9781799831167|EISBN13: 9781799831174
DOI: 10.4018/978-1-7998-3115-0.ch024
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MLA

Moses, Elissa, and Kimberly Rose Clark. "The Neuromarketing Revolution: Bringing Science and Technology to Marketing Insight." Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior, edited by Valentina Chkoniya, et al., IGI Global, 2020, pp. 449-464. https://doi.org/10.4018/978-1-7998-3115-0.ch024

APA

Moses, E. & Clark, K. R. (2020). The Neuromarketing Revolution: Bringing Science and Technology to Marketing Insight. In V. Chkoniya, A. Madsen, & P. Bukhrashvili (Eds.), Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior (pp. 449-464). IGI Global. https://doi.org/10.4018/978-1-7998-3115-0.ch024

Chicago

Moses, Elissa, and Kimberly Rose Clark. "The Neuromarketing Revolution: Bringing Science and Technology to Marketing Insight." In Anthropological Approaches to Understanding Consumption Patterns and Consumer Behavior, edited by Valentina Chkoniya, Ana Oliveira Madsen, and Paata Bukhrashvili, 449-464. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3115-0.ch024

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Abstract

This chapter examines the advent of the neuromarketing revolution, which over the past 10 years changed the way market research is conducted worldwide to include nonconscious measures in everyday studies. It required a form of technology transformation as traditional researchers and marketers came to accept that nonconscious response and emotion are critical in driving brand perceptions and behaviors. Moreover, it demanded a steep learning curve for understanding and adopting new types of scientifically driven methodologies such as EEG and Biometrics. Now with experience and extensive research by academics and practitioners, neurometrics are considered of high value for understanding consumer response and of great potential value for improving prediction leveraging AI and machine learning.

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