Neuro Marketing-An Emerging Concept

Authors

  • Telang V Dept. of Finance, Prestige Institute of Management and Research (Autonomous), Indore, India
  • Sharma S Dept. of Marketing, Prestige Institute of Management and Research (Autonomous), Indore, India
  • Panga M Dept. of Economics, Prestige Institute of Management and Research (Autonomous), Indore, India
  • Dubey A Dept. of Human Resources, Prestige Institute of Management and Research (Autonomous), Indore, India

DOI:

https://doi.org/10.26438/ijcse/v6si9.8387

Keywords:

Neuro marketing, brain activity, advertisement, consumer

Abstract

Modern management approaches are nowadays focusing more on human behavior. Whether it’s human Resource management, marketing management or advertisement and publicity the behavior and attitude of humans towards various aspects of life have been under a scanner. The purpose is to enhance both the productivity at operational level and marketability for sales revenue generation. Thus the combination of technology along with brain to study consumer behavior has gained immense importance today. Neuro Marketing can be hailed as one of the marketing innovations in today’s times. The research paper is related to exploring the finer nuances of neuro marketing, its relation to neuro science and its usage by companies to enhance their sales. Many companies are using the techniques and methods of neuro marketing to revise their earlier perception of consumers regarding their product with success. The study reveals that there is a lot of potential for neuro marketing to be used as tool for studying the buying behavior of an Indian middle class consumer.

References

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[2] D. Ariely and G. S. Berns (2010), “Neuromarketing: The Hope And Hype Of Neuroimaging In Business”, Nature Reviews Neuroscience, Nature Publishing Group Volume 11, Number 4 , Pages 284-292

[3] H.Kumar, N.Mathur, S.Jauhari(2015),”Consumer’s Perception Towards Neuromarketing In India With Special Reference To Kano Model”, 3 International Journal of Research – Granthaalaya, A Knowledge Repository Vol.5 (Iss.4): April, 2017

[4] Nick Lee , Leif Brandes , Laura Chamberlain ( 2017); “This Is Your Brain On Neuromarketing: Reflections On A Decade” Journal Of Marketing Management ( 2017)

[5] S.Sarker, T.K..Bose, M.Palit, M.. E.Haque (2013), “Influence of personality in buying consumer goods-a comparative study between neo-Freudian theories andtrait theory based on Khulna region”, International Journal of Business and Economics Research2013; 2(3): 41-58

[6] V.A.Roth (2013), ‘The Potential of Neuromarketing as a Marketing Tool’ 1st IBA Bachelor Thesis Conference.

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Published

2025-11-17
CITATION
DOI: 10.26438/ijcse/v6si9.8387
Published: 2025-11-17

How to Cite

[1]
V. Telang, S. Sharma, M. Panga, and A. Dubey, “Neuro Marketing-An Emerging Concept”, Int. J. Comp. Sci. Eng., vol. 6, no. 9, pp. 83–87, Nov. 2025.

Issue

Vol. 6 No. 9 (2018): IJCSE Special Issue November Edition

Section

Review Article

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