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Importance of Brain Reward System in Neuromarketing

Importance of Brain Reward System in Neuromarketing

Tayfun Uzbay
Copyright: © 2020 |Pages: 24
ISBN13: 9781799831266|ISBN10: 1799831264|ISBN13 Softcover: 9781799831273|EISBN13: 9781799831280
DOI: 10.4018/978-1-7998-3126-6.ch001
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MLA

Uzbay, Tayfun. "Importance of Brain Reward System in Neuromarketing." Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience, edited by Dincer Atli, IGI Global, 2020, pp. 1-24. https://doi.org/10.4018/978-1-7998-3126-6.ch001

APA

Uzbay, T. (2020). Importance of Brain Reward System in Neuromarketing. In D. Atli (Ed.), Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience (pp. 1-24). IGI Global. https://doi.org/10.4018/978-1-7998-3126-6.ch001

Chicago

Uzbay, Tayfun. "Importance of Brain Reward System in Neuromarketing." In Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience, edited by Dincer Atli, 1-24. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-3126-6.ch001

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Abstract

Neuromarketing is a relatively new concept. It is simply focused on the relationship between consumer behavior and the brain. For this purpose, it analyzes various customer behaviors towards the product and purchase by using various brain imaging techniques and behavioral methodology. Some limbic structures of brain such as ventral tegmental area (VTA), nucleus acumbens (NAc), and amygdala have a link to prefrontal cortex (PFC) by dopaminergic mesocorticolimbic pathway. This functional link is called brain reward system (BRS). BRS has a crucial role in the decision-making process of humans during shopping as well as addiction processes of brain. Studies investigating BRS in neuromarketing are very limited. In the chapter, working principles of BRS in neuromarketing and association with human shopping behaviors and shopping addiction/dependence has been investigated and discussed.

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