Neural Marketing or Neuromarketing
Himanshu Kumar Singh, Student (MBA), India
The word 'neuromarketing' was coined by Ale Smidt
in 2002. Neuromarketing is a new field of marketing in which marketers study the consumers' sensorimotor, cognitive & affective response to marketing stimuli with the help of technology
like functional magnetic resonance imaging. It is used for measuring changes in activity in a part of brain and checking heartbeat, respiratory rate and galvanic skin response.
It is more useful than a verbal answer to the question 'Do you like this product?'. Such answer will not always be the truth because of cognitive bias
. Neuro marketing helps a marketer to understand the reaction of consumer, whether it is the color of packaging, the sound of box when shaken or an idea that he is having. Something what his co-consumers do not have. Marketers learn why a consumer takes a particular decision and which part of his brain is telling him to do this.