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NeuroLogic: Decoding Consumer Behavior With Neuroscience

NeuroLogic: Decoding Consumer Behavior With Neuroscience
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Author(s): Khushi (Chandigarh University, India), Jaspreet Kaur (Chandigarh University, India)and Shivani Malhan (Chitkara University, India)
Copyright: 2025
Pages: 18
Source title: Neurosensory and Neuromarketing Impacts on Consumer Behavior
Source Author(s)/Editor(s): Reena Malik (Chitkara University, India), Shivani Malhan (Chitkara University, India)and Manpreet Arora (Central University of Himachal Pradesh, India)
DOI: 10.4018/979-8-3693-8222-6.ch005

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Abstract

Neuromarketing has become a potent tool for comprehending consumer behavior by utilizing knowledge from neuroscience. This interdisciplinary method integrates principles from psychology, neurology, and marketing to reveal the underlying subconscious factors that influence consumer decision-making. Neuromarketers utilize methods such as EEG, MRI, eye-tracking, and facial coding to obtain significant data regarding consumer preferences, emotions, and reactions to marketing stimuli. This study examines the historical context, importance, technological tools, empirical investigations, objections, and regulatory framework related to neuromarketing. Neuromarketing enhances marketers' comprehension of customer behavior by connecting science and marketing, resulting in more efficient marketing techniques and more satisfaction for customers.

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