AWARENESS OF NEUROMARKETING AMONG THE SELECTED INDIGENOUS STARTUPS OF NORTH EAST INDIA
Keywords:
Neuromarketing, Startups, indigenous, awareness, neuropsychology.Abstract
The traditional methods are fading away with the scientific methods taking a plunge into the field of market research. Neuro marketing is the recent technique in the field of market research that is attracting many eye-balls. It applies neuropsychology to marketing research. Human decision-making is both a conscious and non-conscious process in the brain, and while this method of research succeeded in gathering explicit (or conscious) emotions, the traditional methods failed to gain the consumer's implicit (or unconscious) emotions. Non-conscious information has a large influence in the decision-making process. The goal of the present study is to analyze the Awareness of Neuro marketing as a tool for studying Consumer behavior among the indigenous North- Eastern startups of India. This concept is less known and unexplored not only in Assam but the whole of North-East, yet the startups do not ignore the fact that studying consumer psychology is an important aspect. As Neuromarketing further evolves, we can expect more and more revelation of intricacies involved which determines the consumer‟s purchasing behavior. The awareness of Neuromarketing is to be studied in order to know its application, success and failure as a tool for studying consumer behavior as this type of studies have an important role for the future of marketing.The study will help the local entrepreneurs and marketers to know about Neuromarketing and upgrade their tools and techniques for studying consumer behavior.
Downloads
References
Ariely, D., &Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature reviews neuroscience, 11(4), 284-292.
Bacon, J. (2014, August 6). Neuroscience and marketing: What you need to know. MarketingWeek. Retrieved from. https://www.marketingweek.com.
Burkitt, L. (2009, October 29). Forbes. Retrieved from: https://www.forbes.com.
Da Rocha, A., Rocha, F., & Arruda, L. (2013). A neuromarketing study of consumer satisfaction. SSRN 2321787. 1-31.
Fisher, C. E., Chin, L., &Klitzman, R. (2010). Defining neuromarketing: Practices and professional challenges. Harvard review of psychiatry, 18(4), 230-237.
Fugate, D. L. (2007). Neuromarketing: a layman's look at neuroscience and its potential application to marketing practice. Journal of consumer marketing.
Grabner, D. B., & Huber, M. (2016). The Effect of Neuromarketing Elements at the Pos on the Consumer‟s Decision Making Process in the Retail Sector. QUARTERLY JOURNAL OF BUSINESS AND ECONOMICS, 7(2). 276-283.
Hedda Sola, M. (2013). Neuromarketing–science and practice. FIP-Financije i pravo, 1(1), 25-34.
Javor, A., Koller, M., Lee, N., Chamberlain, L., &Ransmayr, G. (2013). Neuromarketing and consumer neuroscience: contributions to neurology. BMC neurology, 13(1), 1-12.
Kumar, H., Mathur, N. & Jauhari, S. (2017). Consumer‟s perception towards Neuromarketing in India with special reference to Kano model. International Journal of Research- Granthaalayah, 5(4), 136-142.
Lauri, P., Jyrki, S., Jarmo, H., Sini, M., & Jussi, N. (2012). Measuring the Willingness to Purchase Using Methods of Neuromarketing. Laurea. Leppavaara.
Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is „neuromarketing‟? A discussion and agenda for future research. International journal of psychophysiology, 63(2), 199-204.
Madan, M., & Popli, A. (2016). A study on Neuromarketing as emerging innovative market research strategy: An interpretive structural model approach. IOSR Journal of Business and Management, 18-30.
Marichamy, K., &Sathiyavathi, K. (2014). Neuromarketing: The new science of consumer behavior. Tactful management research journal Vol. 2 Issue, 6.
Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135.
Nyoni, T. & Garikai Bonga, W. (2017). Neuromarketing: No Brain, No Gain. Dynamic Research Journals' Journal of Economics and Finance (DRJ-JEF), 2(2), 17-29.
Pros and cons of neuromarketing. (2018, may 3). Retrieved from: https://cooltool.com/
Senior, C., & Lee, N. (2008). A manifesto for neuromarketing science.
Stipp, H. (2015). The Evolution of Neuromarketing Research: From Novelty to Mainstream: How Neuro Research Tools Improve Our Knowledge about Advertising. Journal of Advertising Research, 55(2), 120-122.
Wilson, R. M., Gaines, J., & Hill, R. P. (2008). Neuromarketing and consumer free will. Journal of consumer affairs, 42(3), 389-410.
Downloads
Published
How to Cite
Issue
Section
License
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
