Potential users of neuromarketing should be cautious about partnering with specialist consulting firms-experts warn that the field is plagued by vendors who oversell what neuromarketing can deliver. Its most common methods are brain scanning, which measures neural activity, and physiological tracking, which measures eye movement and other proxies for that activity.This article explores some of the research into those methods and discusses their benefits and drawbacks. “Neuromarketing” loosely refers to the measurement of physiological and neural signals to gain insight into customers’ motivations, preferences, and decisions. ![]() But those interested in using its tools must still determine whether that’s worth the investment and how to do it well. Over the past five years several groundbreaking studies have demonstrated its potential to create value for marketers. The field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior and decision making.
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