IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-14523-5_3.html
   My bibliography  Save this book chapter

Innovations in Consumer Science: Applications of Neuro-Scientific Research Tools

In: Adoption of Innovation

Author

Listed:
  • Sharad Agarwal

    (Indian Institute of Management (IIM))

  • M. J. Xavier

    (VIT University)

Abstract

The study of the biological aspects of the consumer behaviour through the application of neuroscience is one among the many innovations in the area of marketing, particularly in understanding the consumer behaviour. Only recently management scientists have started applying the principles of neuroscience in the management applications and theory building. The new methodologies of ‘Consumer Neuroscience’ provide an opportunity to understand the neural level processes in the brains of the consumers which in turn offer valuable insights into the cognitive decision making process of the consumers, which are otherwise not captured through traditional methods of management research. This chapter introduces the readers to the most commonly used tools of neuromarketing, such as fMRI, EEG, and ERP (P300) and then explains their applications in marketing. This chapter presents several examples that highlight the application of neurosciences to study aesthetics and sensory factors that have helped companies innovate and improve their products and in-store experience of their customers.

Suggested Citation

  • Sharad Agarwal & M. J. Xavier, 2015. "Innovations in Consumer Science: Applications of Neuro-Scientific Research Tools," Springer Books, in: Alexander Brem & Éric Viardot (ed.), Adoption of Innovation, edition 127, pages 25-42, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14523-5_3
    DOI: 10.1007/978-3-319-14523-5_3
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Garczarek-Bąk Urszula, 2018. "Explicit and Implicit Factors That Determine Private Labels’ Possible Purchase: Eyetracking and EEG Research," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 54(1), pages 36-49, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-319-14523-5_3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.