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Neuromarketing and Improved Understanding of Consumer Behaviour through Brain-Based Neuro Activity

Author

Listed:
  • Sami Alsmadi

    (Faculty of Economics & Admin. Sciences, Yarmouk University, Irbid, Jordan)

  • Khaled Hailat

    (Faculty of Economics & Admin. Sciences, Yarmouk University, Irbid, Jordan)

Abstract

Over the past three decades, there has been a growing interest in studying consumer behaviour directly through non-traditional, brain-based, approach using the basic knowledge of human neuroscience. This multidisciplinary approach has evolved into a new marketing branch, known as Neuromarketing, which goes inside the human brain to improve our knowledge of consumer behaviour. Neuromarketing traces neural circuit activities inside the brain using Magnetic Resonance Imaging (MRI) technology. This paper explores the existing literature on Neuromarketing to provide insights into the potential for improving our understanding of consumer behaviour. The paper concludes that Neuromarketing can offer a valuable opportunity to increase precision and validity of measuring consumer reactions to marketing activities, thus improve marketing knowledge of consumer choice behaviour. The paper also addresses the main ethical issues raised by critiques on the unprecedented access to consumers’ mind, and how advocates looked at such criticisms.

Suggested Citation

  • Sami Alsmadi & Khaled Hailat, 2021. "Neuromarketing and Improved Understanding of Consumer Behaviour through Brain-Based Neuro Activity," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 20(02), pages 1-9, June.
    • Handle: RePEc:wsi:jikmxx:v:20:y:2021:i:02:n:s0219649221500209
    DOI: 10.1142/S0219649221500209
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    Cited by:

    1. Ming-Chang Chiang & Chiahui Yen & Hsiu-Li Chen, 2022. "Does Age Matter? Using Neuroscience Approaches to Understand Consumers’ Behavior towards Purchasing the Sustainable Product Online," Sustainability, MDPI, vol. 14(18), pages 1-15, September.
    2. Bhardwaj, Shikha & Rana, Gunjan A & Behl, Abhishek & Gallego de Caceres, Santiago Juan, 2023. "Exploring the boundaries of Neuromarketing through systematic investigation," Journal of Business Research, Elsevier, vol. 154(C).

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