Analysing applications of neuromarketing in efficacy of programmatic advertising

Asif Ali Syed · Surabhi Singh

21 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Abstract In this paper, there is exploration of the concept of neuromarketing as a newly developed strategy with economic potential deriving from human brain research. The central notion of the essay is that programmatic advertising can be used to better comprehend the idea of neuromarketing and its impact on consumers' decision‐making. So neuromarketing involves the scientific observation of brainwave activity, eye tracking, and skin response to determine how people's brains react to advertisements and other brand‐related communications. By studying the brain, these neuromarketing strategies can forecast how consumers will make decisions. The neuromarketing tactics' benefits and constraints are studied on a number of market input devices in the paper. The influence of various techniques of neuromarketing is studied from the available research studies and literature. In the recent years, the neuromarketing concept has been able to garner a lot of importance in its contribution to the marketing, advertising, and programmatic advertising has been immensely helped by the understanding of consumer decision making. The consumer behaviour has been able to be comprehended through neuromarketing techniques which are one of the key pillars of the purpose and running of programmatic advertising. A neuromarketing study shall be the helping hand for increasing customer base, market leadership, and converting them to loyal customers. It will help in programmatic advertising through the understanding of the advertiser with respect to the likes and wants of the customers and how consumer attention can be drawn. The consumer behaviour can be understood by the marketers in terms of how the consumers react to the advertising.

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References

1996Premotor cortex and the recognition of motor actions 2010Neuromarketing: the hope and hype of neuroimaging in business 2011Neuromarketing: The New Science of Consumer Behavior 2017Review and Classification of Emotion Recognition Based on EEG Brain-Computer Interface System Research: A Systematic Review 2007Neuromarketing: a layman's look at neuroscience and its potential application to marketing practice 2015Using EEG to Predict Consumers’ Future Choices 2007Applications of functional magnetic resonance imaging for market research 2010Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing

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