An emerging field in India and explored field in western countries. Neuromarketing is studying the consumers brain rather than asking questions through a survey. The term was coined by “Ale Smidts” in the year 2002, the research works started to proliferate from the year 2004. A book titled “Buyology” written by Martin Lindstorm is completely based on Neuromarketing research. Neuromarketing research explores the brain of the consumers to capture their unconscious brain. Researchers were able to find that humans are taking most of their decisions irrationally rather than rationality. Irrational thinking happens due to emotional response and unconscious brain. To understand better, when you were learning to ride a bike every part of your body was consciously working to control the bike and think about your situation now you are controlling the bike unconsciously. Even when you are buying a product you do the same, while choosing a product you are not using your rational brain instead your irrational brain (emotional) works better. To understand a conscious brain it’s easy, but to understand the unconscious brain it’s tough so researchers took the help from neuroscience. And that’s why neuromarketing is important. Neuromarketing is a combination three different subjects such as neuroscience, marketing and psychology. The concepts were taken from marketing and psychology and the research methods of neuroscience is used to understand consumers brain. To understand neuroscience you must have an idea about how brain works, parts of the brain, and brain anatomy etc. FMRI, EEG, Eye tracking are the few methods used by neuromarketing researchers. I will explain you one research methods that interests me much.
Heat mapping is a method to read the attention of people, if we capture the image of the store and upload it into a software it will tell us where the customers will look at. By using the heat maps one can easily organize the store to capture the attention. Even though marketers and business people can capture minds of consumers, it’s highly subjected to ethical implications. It is not right to capture the mind of consumers and make changes accordingly and manipulate the customer to buy a product. Yet neuromarketing was used by many companies in the west to read their customers within the ethical grounds.
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