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The importance and potential of neuromarketing in terms of online marketing activities

  • In the last few years no other innovation has been able to influence the marketing environment like neuromarketing, the new science of consumer behaviour, which combines neuroscientific techniques with marketing in order to understand brain functions in terms of marketing activities. This combination helps to improve the understanding of the influence of emotions and senses on decision-making and buying-behaviour. The aim of this study is to investigate the potential and limitations of neuromarketing, by taking a close look into published data, conducted studies and expert opinions concerning this new field of science. The published data retrieved from studies using brain-imaging techniques found that emotions and human senses influence every second in human beings’ perception and that consumers are not able to decide completely economically. Nevertheless, further research is recommended in order to gain a deeper understanding of the human brain and how it conducts decision-making processes. Additionally, consumer neuroscience has high potential to become a commonly used technique, which sustainably supports traditional market research. Neuromarketing seems to become a promising technique to provide consumers with desired products, services, web shops and advertising design.

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Author:Kerstin Stotz
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2015
Year of first Publication:2015
Release Date:2015/11/26
Tag:brain imaging; consumer neuroscience,; e-commerce; ethics; fMRI; internet; market research; marketing mix; neuromarketing; online marketing; techniques
Degree Program:IBM - International Business Management
Functional area:Marketing