Looking at Consumer Behavior and Decision-making From the Point of View of Neuromarketing

Zhong Xianhui; Hou Buwei; Luo Zhongyang; Abhijit Ghosh

doi:10.36948/ijfmr.2023.v05i06.8332

Looking at Consumer Behavior and Decision-making From the Point of View of Neuromarketing

Author(s)	Zhong Xianhui, Hou Buwei, Luo Zhongyang, Abhijit Ghosh
Country	Malaysia
Abstract	Business revolves around marketing, and marketing's principal function is to disseminate the company's offerings to consumers. However, the failure of some marketing strategies can be traced back to the designers' disregard for buyers' underlying mental processes at the time of purchase. This is due to the fact that when customers spend money, their conscious mind focuses on the known object, but they have no idea why they are doing it. Since just around 10% of the brain is responsible for making decisions, most of the money marketers spend goes to waste. This paper's goals are to summarize the existing research on Neuromarketing as it relates to consumer behavior. In this work, we examine research on consumer habits that follows the guidelines of Neuromarketing. Marketers need a reliable approach to deduce consumers' true motivations before making any claims about their products. Neuromarketing is a cutting-edge technique for researching how marketing influences consumers' decisions without them even realizing it. Using neuromarketing, businesses will gain insight into their customers' habits that was previously unavailable. Consumers' actions and choices can be verified, reshaped, and enhanced through the use of neuromarketing.
Keywords	Consumer Behavior, Decision Making, Neuromarketing and Subconscious
Field	Business Administration
Published In	Volume 5, Issue 6, November-December 2023
Published On	2023-11-25
Cite This	Looking at Consumer Behavior and Decision-making From the Point of View of Neuromarketing - Zhong Xianhui, Hou Buwei, Luo Zhongyang, Abhijit Ghosh - IJFMR Volume 5, Issue 6, November-December 2023. DOI 10.36948/ijfmr.2023.v05i06.8332
DOI	https://doi.org/10.36948/ijfmr.2023.v05i06.8332
Short DOI	https://doi.org/gs6328

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Looking at Consumer Behavior and Decision-making From the Point of View of Neuromarketing

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