Comprehending subconscious consumer behavior in the digital age via neuromarketing

Baltezarević, Ivana and Baltezarević, Radoslav (2024) Comprehending subconscious consumer behavior in the digital age via neuromarketing. In: 9. International Scientific Research and Innovation Congress. IKSAD Publications, Venedik, pp. 299-310. ISBN 978-625-367-865-4

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Abstract

The method of examining a consumer's psychological and brain cues to determine their preferences and comprehend how they make decisions is known as neuromarketing. A wide range of procedures connecting neurology and marketing practices are included in neuromarketing. Its primary function is the conversion of brain impulses into patterns of consumer behaviour. Utilizing a variety of tools, neuromarketing strategies follow the brain's and body's initial subconscious response to an advertisement, packaging, or content. Among the tools that are most often used for the needs of neuromarketing research, the following stand out: Functional MRI (fMRI), Electroencephalogram (EEG), Electrocardiogram (ECG) (which are also used in neuroscience), but also tools such as Eye-tracking, Galvanic skin response (GSR) and Facial coding (FC). Pricing decisions and branding enhancements in advertisements, graphics, packaging, and content are made based on test results. The prejudice present in the research is among the field's weaknesses. Many of the people who criticize neuromarketing do not think the information, which is obtained from research in this area, is reliable because it is still in its infancy. The use of data gained from brain imaging raises ethical concerns for marketers, as some of them strive to limit our awareness of their genuine intentions, and some activities lack transparency. Possible ethical dilemmas arising from neuroscience applications encompass customers' awareness, consent, and comprehension of what can be perceived as a violation of their right to privacy. New technologies have been integrated with and major improvements made to the tools used for this type of research recently. With devices placed on the head and hands to monitor customers' responses and changes in muscle control over an extended period of time, neuromarketing techniques have already been incorporated into immersive technology. The introduction of AI into neuromarketing is a significant development that will improve the accuracy, speed, and breadth of consumer insights obtained via neuromarketing tools.

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