Potentiality Of Neuromarketing as A Marketing Tool

Abstract

New marketing technologies are necessary to appreciate their restrictions or inclinations in the increasingly complex process of gratifying consumers. Neuromarketing is a novel scientific practise that has grown in popularity over the last decade. This notion employs brain research to overcome the drawbacks of traditional marketing in order to better understand consumer behaviour. The study of neuroscience has advanced to the point that even minute neural activity can be recorded and analysed. The possibility of using neuroscience to marketing and branding is studied in this study, as is the limit of knowing the human brain in marketing research. Furthermore, this article investigates the impact of sensory aspects such as colour, design, music, aroma, and taste on consumer perception and conscious or subconscious purchasing decisions. It also delves into the ethical considerations that have prompted criticism of neuromarketing.