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Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour

Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour

Cynthia A. Bulley, Veronica Adu-Brobbey, Esther O. Duodu
Copyright: © 2018 |Pages: 20
ISBN13: 9781522554783|ISBN10: 1522554785|EISBN13: 9781522554790
DOI: 10.4018/978-1-5225-5478-3.ch015
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MLA

Bulley, Cynthia A., et al. "Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour." Applications of Neuroscience: Breakthroughs in Research and Practice, edited by Information Resources Management Association, IGI Global, 2018, pp. 317-336. https://doi.org/10.4018/978-1-5225-5478-3.ch015

APA

Bulley, C. A., Adu-Brobbey, V., & Duodu, E. O. (2018). Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour. In I. Management Association (Ed.), Applications of Neuroscience: Breakthroughs in Research and Practice (pp. 317-336). IGI Global. https://doi.org/10.4018/978-1-5225-5478-3.ch015

Chicago

Bulley, Cynthia A., Veronica Adu-Brobbey, and Esther O. Duodu. "Neuromarketing and the Potential Application of Scientific Methods in Measuring Consumer Behaviour." In Applications of Neuroscience: Breakthroughs in Research and Practice, edited by Information Resources Management Association, 317-336. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5478-3.ch015

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Abstract

Consumer behaviour studies have taken a new turn. Marketers, economists and other consumer related disciplines are looking to science to accurately determine consumer behaviour. 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 (Lewis & Bridger, 2005; Rossiter et al., 2001). 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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