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Application of Sensory and Neuromarketing to Sustain in Emerging Economies
Abstract
Neuromarketing involves the application of neuroscience in developing suitable marketing campaigns or messages (Morin, 2011). Neuromarketing involves understanding the schema of associations in the consumer's mind, through which a brand can subconsciously stimulate brand recall and drive purchase behavior (Briesemeister & Selmer, 2022). Use of neuromarketing tools can help build associations based on existing knowledge/ semantic memory or through past experiences/episodic memory (Tulving, 1972). Furthermore, sensory marketing can also create subconscious cues to episodic memory (Krishna, 2012) as sensory cues such as touch, taste, and smell are already encoded in a consumer's long-term memory. In the customer journey driven by traditional marketing messages, decision making is driven by reasoning of known facts, but sensory marketing messages can drive implicit decision making based on impulses (Friese et al., 2006).
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