Neuro-Marketing's Perspective on Consumer Behavior

Fatima Zahrae El Kssaimi, Evrim İldem Develi


The progress of neuroscience has allowed neuro-marketing to employ neuroimaging methods, whether for marketing or to examine people's daily behavior. This review's main contribution demonstrates how to successfully use neuroscience methods to study an individual's decision-making processes. For that purpose, we will describe the time of neuro-marketing development and its use in analyzing the perception of marketing stimuli. Beyond that, we can review the techniques for monitoring brain activity and non-brain activity, their advantages and disadvantages, their measures, and when they are employed. This presentation will also cover several pieces on the issue of neuro-marketing. Moreover, this article will identify the ethical concerns created by employing these technologies to evaluate human behavior during purchasing decisions. In conclusion, it will discuss the challenges of this field and the possible future situations.


Neuro-Marketing, Neuro-Marketing tool, Ethical Issues, Decision-Making

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Journal of Industrial Policy and Technology Management is licensed under a Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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