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Himanshu Kumar Singh
Student (MBA), India
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Neural Marketing or Neuromarketing
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 can be more useful than a mere 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. Some things his co-consumers may not have. Marketers learn why a consumer takes a particular decision and which part of his brain is telling him to do this.
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