Neuro Marketing: Harnessing the Power of Cognitive Analysis

Abstract

The chapter captures the shift from conventional to cognitive analysis tools in the marketing landscape. It is clear that the promotional ecology has developed over time, and that it has shifted from using traditional methods to using cognitive analysis tools. In particular, it highlights how information from the study of neurology may be utilized to rethink marketing methods and construct cutting-edge technologies that probe deeper into the way people think to produce advertising efforts that are more correctly perceptive and successful. Among the many techniques that are used in the area of brain imaging, some examples include skin conductance, heart rate variability (HRV), eye tracking, and functional magnetic resonance imaging (fMRI). Whenever they embark on the examination of neural bases for consumer behavior to gain a fuller appreciation of the intricacies of customer behavior, these methods are used for studying consumer feedback as well as ethical issues that come up as a result of such investigation.