NEUROMARKETING: EXPLORING THE BRAIN FOR MEASURING CONSUMER BEHAVIOR

Neuromarketing is one of the most promising and controversial areas of marketing. The goal of Neuromarketing is to study how the brain is physiologically affected by advertising and marketing strategies. It is the effectiveness of these strategies, brain activity resulting from viewing an advertisement. In Neuromarketing the brain activities are monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG). The idea of using this technique is that consumer purchase decisions are made in seconds in the subconscious mind