Impact of Neuromarketing Applications on Consumers

Surabhi Singh

《Journal of Business and Management》 26卷2期 (2020/09) Pp. 33-52

https://doi.org/10.6347/JBM.202009_26(2).0002

摘要

Purpose - The impact of Neuromarketing for the businesses and the country is relevant. Its implicit and automatic processes lead to the consumer decision-making process, and it reveals the hidden knowledge of the behavior of the consumer. The study proposed to research the impact of advertising inputs on consumer minds in online retailing. The further aim is to examine the role of gaze points, fixation counts, heat maps, and emotions of consumers in response to the stimulus or advertising campaigns. The ad campaign act as the stimulus and the consumer shows the response for advertising campaigns. Method - The paper employs stimuli based instrument for measuring the impact of Neuromarketing applications on consumer in response to the advertising input of online retailers. Findings - The finding suggests that Neuromarketing tools provide insights in measuring the effectiveness of advertising campaigns on making the impact on the consumers in online retailing. Limitations and Implications - The study limits itself to the use of eye-tracking, mouse tracking, and emotion measurement. The other tools like brain imaging or EEG, FMI, Positron Emission Tomography (PET), ECG, EMG could not be employed owing to high costs involved. The researchers may take up further studies into the impact of Neuromarketing on other marketing inputs like the product, price, and distribution. The results would enhance the existing knowledge of Neuromarketing's effect on the advertising inputs used by online retailers. Originality - The study is the first to examine Neuromarketing applications on the consumer.

關鍵字

neuroscience ； consumer ； retailing ； Neuromarketing ； online