The Contributions of Neuromarketing in Marketing Research

Abstract

Significant advances in neuroscience in the last couple of decades are finally bringing us closer to a place we have never been before inside the human mind. Research is able to measure brain movement and emotions to see how brain works. Conventional marketing tools have proven to be limited when testing human subjects and have frequently been criticized for their inability to assess consumers’ motivations. Although neuromarketing is gaining popularity among professionals and academicians, there are still reservations when it comes to the function of neuromarketing and its level of information accuracy. The emerging field of emotions as a physiological state in marketing has established itself as an important source for marketers and academic research. This article reviews the history of neuromarketing, describes its applications, depicts the challenges in its implementation, and hence explores potential elucidation to ensure effective uses that remain underexplored.