Neuromarketing approach: An overview and future research directions

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dc.authorscopusid57216488997
dc.authorscopusid57210442397
dc.authorscopusid55420244500
dc.authorscopusid35174945700
dc.contributor.authorAlsharif, Ahmed H.
dc.contributor.authorSalleh, Nor Zafir Md
dc.contributor.authorBaharun, Rohaizat B.I.N.
dc.contributor.authorSafaei, Mehdi
dc.date.accessioned2024-09-11T19:58:04Z
dc.date.available2024-09-11T19:58:04Z
dc.date.issued2020
dc.departmentİstanbul Gelişim Üniversitesien_US
dc.description.abstractNeuromarketing is the embryonic field of marketing science. Despite being controversial, it remains the most promising field to study genuine consumers' responses in front of the marketing stimuli such as sound, brand and so forth. Therefore, neuromarketing aims to study the relevant part in the human termed as 'brain' which is swayed by marketing stimuli. Undoubtedly, the researchers and academia can record and measured the brain activity through using the state-of-the-art neuroimaging techniques such as functional magnetic resonance imaging (fMRI), the electroencephalography (EEG), and other neuromarketing methods. Therefore, the academia and industry are relied on neuromarketing due to the widely acknowledged fact that the majority of our emotions and thinking takes place beyond the level of our awareness, thereby, the consumer purchase decisions are made in the subconscious mind which impact on their daily deliberations. This study reviews and discusses the most important techniques of neuromarketing (e.g., fMRI and EEG) to understand the consumer's brain responses. The findings of this study refer to that neuromarketing is pregnant with valuable information toward consumer decision-making. © 2005 - ongoing JATIT & LLSen_US
dc.identifier.endpage1001en_US
dc.identifier.issn1992-8645en_US
dc.identifier.issue7en_US
dc.identifier.scopus2-s2.0-85083659833en_US
dc.identifier.scopusqualityQ4en_US
dc.identifier.startpage991en_US
dc.identifier.urihttps://hdl.handle.net/11363/8413
dc.identifier.volume98en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherLittle Lion Scientificen_US
dc.relation.ispartofJournal of Theoretical and Applied Information Technologyen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmz20240903_Gen_US
dc.subjectConsumer Neuroscience; EEG; FMRI; Neuromarketing; Neuromarketing Techniqueen_US
dc.titleNeuromarketing approach: An overview and future research directionsen_US
dc.typeReview Articleen_US

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