Retrieve consumer behavior through Neuromarketing

The science of neuroscience, brain study, cognitive psychology, and the process of human daily activities have always been part of the research and applied fields of consumer behavior and have made neural marketing a major marketing topic in the new global economy. The main concept of neural marketing is strongly related to brain activity, understanding consumers 'subconscious, explaining consumers' preferences, motivations and expectations, and predicting consumer behavior. Neuromarketing is not a substitute for traditional marketing methods, but to provide unique and complementary insights. In the first step, the historical development of neural marketing and its main applications in assessing the sensory perception of some marketing and advertising stimuli are described, and in the second step, the main neuroscience tools available and the main brain indicators (with sufficient credibility and support from the scientific community) Related to specific mental conditions are introduced for such research. It also presents the results of various neural marketing application articles, such as store and retail options, services, pricing, brand understanding, web usability, neural policies, food and beverage taste evaluation, and aesthetic perception of artwork. Finally, the ethical implications of using these tools to evaluate human behavior, the main challenges of neural marketing, and future orientations and possible scenarios that can be achieved using neuroscience in marketing are identified and discussed.

کلیدواژه ها:

Neuroscience ، Neuromarketing ، Consumer Behavior ، Brain