Review of Neuro Marketing Tools and Techniques
Neuromarketing is the branch of neuroscience research that aims to better understand the consumer through unconscious processes and has application in marketing. It explains consumer's preferences, motivations and expectations. The tools and techniques under study predicts the consumer behaviour , helps marketing strategy and designing of marketing communication approach leading to impactful advertisements. Literature results indicate that neuroimaging tools have the potential to provide valuable consumer insights and can develop marketing research. The study suggests the implications of Neuromarketing studies and anticipate the needs for the advancement of this field.
Keywords - Consumer Neuroscience, EEG, Eye Tracking, FMRI, Neuromarketing.