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Neuro Marketing-Exploring the Brain of the Consumer: A Review

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DOI: 10.48047/rigeo.11.07.98

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 REVIEW OF INTERNATIONAL GEOGRAPHICAL EDUCATION

ISSN: 2146-0353 ● © RIGEO ● 11(7), SPRING, 2021

www.rigeo.org Research Article

Neuro Marketing- Exploring the Brain of the

Consumer: A Review
Dr.K.K.Ramachandran1
Director / Professor, GRD Institute of Management,
Dr.G.R.Damodaran College of Science,

Abstract
Neuro marketing is the domain in neuroscience devoted to the assay of brain feedback stimuli to
advertising. It is grasped by the public as endorsed by commercial influence employed via
neurophysiological means empowering the enterprises to track the main neurophysiological signals and
consumer’s behaviour. Neuro marketing demark and differentiate on what the consumer responds to, in
accordance to a particular product and the notion they might get, beyond their co-consumers Neuro
marketing considered as an emerging field of marketing commerce which adopts medical mechanics
like functional Magnetic Resonance Imaging (fMRI) to contemplate the brain’s response concerning the
marketing stimuli. Investigators and researchers utilize the fMRI to gauge and learn the changes in brain
activity with respect to why a buyer make the decisions and map the section of the brain, prompting this
action. Marketing analysts adopt such neuro marketing to create an improved assessment of consumer’s
choices, and thorough this recognition and perception promote the business enterprise conceive the
best products and services specifically fashioned with precision and lobby marketing adjusted towards
the consumer’s brain response. This review gives an insight to understand the consumer’s perspective via
means of neuro marketing.

Keywords
Consumerism; Neuro marketing; Advertisement; Neuroscience

To cite this article: Ramachandran D, K, K. (2021). Neuro marketing- Exploring the Brain of the Consumer: A review.
Review of International Geographical Education (RIGEO), 11(7), 1034-1049. Doi: 10.48047/rigeo.11.07.98

Submitted: 04-11-2020 ● Revised: 17-02-2021 ● Accepted: 05-03-2021

© RIGEO ● Review of International Geographical Education 11(7), SPRING, 2021
Introduction
Neuromarketing is defined as "the use of neuroscientific techniques to assess, interpret and
comprehend human behaviour in relation to markets and marketing exchanges" in a scientific
setting.Ariely and Berns (2010); Lee, Broderick, and Chamberlain (2007) anticipate that
neuromarketing will assist marketers in enhancing the impact of advertising on human brains with
the assistance of neuroimaging technologies. Additionally, it's been speculated that
neuroimaging measures may provide information about customer preferences that wouldn't be
instantly accessible using more traditional techniques. In the economically advanced countries,
on a routine daily basis, every individual is assessed for a plethora of commercial advertisements,
across various platform (media and internet) (Astolfi et al., 2008; Vecchiato et al., 2010; Vecchiato,
Kong, Maglione, & Wei, 2012; Vecchiato et al., 2011). Such scenarios render the work of marketers
verystrenuous, due to the need for making and procreate advertising better enough to challenge
with the others, to capture the consumersshort attention span and impact their mind and thinking
(Cherubino et al., 2019; M. Wilson, 2002) published that 107 information pieces per second
presented to the sensory receptors under the limitation of memory retention only 10 bits per
second. The success of acommercialdepends on the frequency it gets displayed in a day across
various platforms,andconsidered under economic reasons, the focus in generatingthe best and
superior advertisements has gained traction s(Visscher, Kaplan, Kahana, & Sekuler, 2007; Walter,
Abler, Ciaramidaro, & Erk, 2005). Consumers' thoughts and desires have been studied in-depth
using methodologies such as focus groups and surveys, but these methods are not particularly
accurate in determining consumer intentions because of their ambiguity and bias, and because
they fail to project the actual truth of what consumers perceive about particular products (Green
& Srinivasan, 1990; Griffin & Hauser, 1993). Researchers have found that the pre-trail of the visual
advertisement is inaccurate when used in conjunction with respondents' cognitive processes
activated throughout the interview, especially when it comes to the suggested recall and
perception of the topic (Zaltman & Press, 2003).

Figure 1: a methodology for evaluating the contribution of neuroscience to consumer research

based on four key issues

The anomaly between these interview-based report ofthe customers and their realimpression
about a particular product,and this has been identified for the failure of two-third new
merchandise floated on the global market, taking these factorsforbearance, researchers begun
assessing brain activity correlated with assorted cognitive functions on viewing commercials.
Scientists belonging to the neuroscience domain the view endorse theresults and techniques from
neuroscience augment and complete theprevailingwisdomon consumer behaviours (T Ambler &
Burne, 1999). Figure 1 links neurosciences with consumer research via four core factors. For

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example, researchers in the neuroscience field have lately used discoveries from the
neuroscience field that focus on the brain's mechanisms of attention, memory and emotion in
conjunction with marketing-advertisement exercises. To wit: using neuroimaging devices such as
functional magnetic resonance imaging (fMRI), electroencephalograms (EEGs), and
magnetoencephalograms (MEGs), studies of the brain areas involved in consumerism-related
actions, such as consumer product selection and consumption (i.e. consumer choices), and the
investigation of neuronal mechanisms triggered by these actions (Breiter, Aharon, Kahneman,
Dale, & Shizgal, 2001; Shiv & Fedorikhin, 1999; Stam, 2004; Summerfield & Mangels, 2005). This
method focuses on the connection between marketing stimuli that people are exposed to and
their brain reactions to those stimuli. For marketers, the goal of these studies is to better understand
how consumer advertising of (known) companies impacts the brain's many systems of perception
and memory (fig 2). To better understand both the brain processes that underlie the impact of an
effect and the cognitive response on memory and its neural connection with consumer
preferences and decision-making from a neuroscience perspective (Plassmann, Ambler,
Braeutigam, & Kenning, 2007; Plassmann, Venkatraman, Huettel, & Yoon, 2015). This concept,
known as the "hierarchy of effects," advocates that advertising affects views (cognitions) that in
turn affect attitudes (feelings), which in turn have an impact on behavioural results on
consumption (behavioural outcomes on consumption) (Hsu & Yoon, 2015; Westbrook & Braver,
2015). There are many brain processes involved in emotional outcomes, and one single model
cannot accurately predict cognitive and behavioural responses (Frijda, 2009; Lowe, 2011). There
are many interactions between emotions and cognitions among different consumers when it
comes to the processing of advertising ideas, and this effect may be assessed using a mix of
qualitative and quantitative research methods.

Figure2: Overview of the brain area and their functions

Qualitative methods; focus groups; observations, and in-depth interviews help explore
comprehensive consumer views, attitudes and value judgements but subjective as they depend
on self-reports (biased and hard to interpret objectively) (Belden, 2008; Burgos-Campero &
Vargas-Hernández, 2013). Recent literatures and investigation publishedfocus on these
interestsvia neuroscience research methods; considered adequately objective when employed
in combination with the traditional methods, to assay and evaluate the significance of advertising
on consumers in the commercials contexts; marketing (Damasio, 1996; Eser, Isin, & Tolon, 2011).
The brain activation of emotional advertising messages may be tracked using neuroscientific
techniques such as Electroencephalograms (EEGs), and this can be compared to affect-labelling
answers collected via qualitative research to see which is more effective. Using Global Field Power
(GFP) and standardised Low-Resolution Electromagnetic Tomography (sLORETA) tests to connect

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to EEG data; investigator established distinct and definitive time-message nodes during the
process of attention and memory; the results provided useful insights into the impact of content,
style, and composition on these contents through commercial marketing. (Al-Subari et al., 2016).
In many experiments, the results indicate that brain imaging may be compared and contrasted
with the traditional tests now employed mainly in marketing sciences with one another (Friston,
1994). The goal of this book is to demonstrate the potential of both conventional and high-
resolution electroencephalography (EEG) methods when used to examine brain activity
associated with watching TV advertisements. A growing body of research suggests using
neurophysiological recordings to identify subtle indications of cognitive and emotional processing
(memory and attention, pleasantness perception) while watching an advertising (Astolfi et al.,
2008; Astolfia et al.). Many studies were performed to incorporate EEG, galvanic skin response
(GSR), and heart rate (HR) measurements to assess brain activity and emotional engagement in
the studied individuals. Molecular biology, electrophysiology, neurophysiology, anatom,
embryology, and developmental biology, as well as cellular and behavioural biology, are all part
of neuroscience. Cognitive neuropsychology and cognitive sciences are also included
(Karmarkar, 2011; Kenning & Linzmajer, 2011). This new area of study has made important
contributions to our knowledge of human behaviour in recent years. As a result, it sheds light on
customer behaviour (Braeutigam, 2005). Various ways of integrating neuroscientific methods with
neuromarketing are shown in Figure 3.

Fig3:Common neuroscientific methods for neuromarketing

Neuromarketing's general reputation

Other ideas and approaches study the application of neuroscientific methods to human reactions
to marketing stimuli, and research investigated the general public's views of how neuroscientific
methods for marketing are used (Bolognesi & Nahrath, 2020; Morin, 2011). A study by Madan
(2010) examined the information that consumers have while participating in neuromarketing
research, while also addressing problems such as desire to participate and ethical or health
concerns. With the inclusion of views from marketing professionals and neurologists, Eser et al.
(2011) expanded on the research of Madan (2010). According to the findings, individuals'
enthusiasm in participating in neuromarketingresearch studies, knowledge and awareness, and
ethics are all very important. For this reason, neurologists and marketing professionals see
neuromarketing as more advantageous than marketing academics: neurologists are familiar with
the application of neuroimaging techniques, and marketing professionals seek a competitive
edge and are willing to adapt to changing business conditions (Reimann & Bechara, 2010). In
order for neuromarketing to gain full acceptance and chance of implementation by not only

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marketing academics and practitioners, but the general public, consumer as well, otherwise the
intention–behaviour disparity that retards many other organisational behaviours may emerge in
emerging field of neuromarketing. The importance of transferring a positive attitude and
perspective of neuromarketing is predominant. To illustrate this as an example, academics and
marketers sympathetictowards neuroscience for marketing activitiesmight abandoning their
quest of using neuromarketing research under the circumstance of not findingpractical manuals
(or methodological primers) or lack of expertiseto collude with them (Sebastian, 2014). In order to
improve existing knowledge of neuromarketing, it is essential to do comprehensive research;
studies that investigate ways to argue for positive views of neuromarketing and to reduce
negative attitudes against it among academics, practitioners, and the general public.

Neuroscience and neural marketing in Advertising

There are numerous variables in consumer emotions and advertising adaptation (attention,
affect, memory, attractiveness) that neuroscientific approaches usually clear up without using
any current conventional ways (Barnett & Cerf, 2015; Bellman et al., 2017; Cerf, Greenleaf, Meyvis,
& Morwitz, 2015; Fugate, 2007). Advertisements' practical and experiential trigger components
activate different brain areas associated with lower- and higher-level cognitive changes,
according to Couwenberg et al. (2017). This results in advertising success for the advertiser. Using
a distinct visual field paradigm, Vance and Virtue (2011) tested whether the left visual field–right
hemisphere or the right visual field–left region of the brain was dominant for metaphoric and literal
slogans, even though metaphoric captions were better recalled than real ones. They found that
the right hemisphere was dominant for both types of slogans. Some research has shown that
when people see surrealistic advertising, their brains become more active, which can help predict
individual and population-wide preferences for the specific commercial. This activity can be used
as a neural marker for retail business and success, as reported by. (Boksem & Smidts, 2015);
Mostafa (2013). Publications and acclaim that push for advertising that is open to neuroscientific
examination and application call for similar practises in the advertising industry. To uncover the
impact of various factors, such as the length of advertising and the disposition of brand memories
under the compelling hierarchy (advertisements that carterdata and proof to buy under the
premise that sequential mental processing is used), future neuromarketing investigations should
be considered to probe the distinct neuronal pathways essential for ad recognition deeply,
memory, and reinforcement (shaping, altering) should be considered (Plassmann et al., 2007).

Neuroscience in branding

It is possible that a mental affinity for a brand already exists in the brains of customers, suggesting
that the characteristics of a certain brand that people were using may be correctly predicted
from patterns of brain's neural stimulation (Tim Ambler, Braeutigam, Stins, Rose, & Swithenby, 2004;
Chen, Nelson, & Hsu, 2015; Santos, Seixas, Brandão, & Moutinho, 2012). Numerous neuromarketing
researchers have endorsed this idea, with their studies demonstrating that neuroscience (or
neural) data can be used to assess brand personality traits that influence consumer choices (Chen
et al., 2015; Venkatraman, Clithero, Fitzsimons, & Huettel, 2012) and to clarify representation and
attention (identification of brand options) (Gakhal & Senior, 2008; Plassmann, Ramsøy, &
Milosavljevic, 2012), learning (amending brand associations) (Al-Kwifi, 2016). Using neurosciences,
a brand's human antiphon may be evaluated under various marketing circumstances. More
thoughtappropriation, emotional value, and motivating effect were discovered during passive
browsing of luxury-branded goods but not of basic-branded ones by Pozharliev, Verbeke, Van
Strien, and Bagozzi (2015). In light of these findings, neuroscientific protocols were developed to
investigate the influence of biological factors on brand choice. With this established impact of
neuromarketing research on branding, future studies should concentrate specifically on the
predictions for brand values in order to correlate the cooperation between predicted value
signals and the favorableness of a brand and find a way to calculate the vigour and valence of
brand value from a neurological point of view or probe the (Lim, 2018; Pozharliev, Verbeke, &
Bagozzi, 2017). Figure 4 depicts the relationship between different facets of neuromarketing
research, including methods, routes, and modes of implementation.

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Ramachandran D, K, K. (2021). Neuromarketing- Exploring the Brain of the Consumer: A review. …

Fig4:Neuromarketing research framework

Neuroscience in Decision making

A biological system's inherent uncertainty may be detected by marketing experts using

neuroscientific techniques. Studies on context-sensitive factors at the plane of neuromodulators,
as well as perceptions of attention, heart rate, and respiration rates, are all part of this area's
investigation, which is paving the way for harnessing the important ramifications of human
behaviour and applying them to marketing theory and practise In an independent study, Lichters,
Brunnlieb, Nave, Sarstedt, and Vogt (2016) reduced serotonin levels in the brain to make cognitive
resources less accessible in test participants (to simulate psychological and physiological states of
mood, hunger, stress, etc.). In their research, they discovered that consumers had a stronger desire
to avoid buying a product (when given a choice) in favour of looking for other options or
foregoing shopping entirely. Telpaz, Webb, and Levy (2015) moderated the neural activity linked
with product scrutinizing withthat of EEG data and contrasted the findings with the choices made
between similar product before and after the test, concluding that the consumers' future decisions
on products could beforecastedemploying an array of accessibleneuroscientifictools and
techniques,the accuracy projected was better under the broader gap of EEG activity between
two products.Chowdhury and Samuel (2014) projecteda differentperspective on the neural
activity through artificial neural networks with respect to the behavioural pattern of a consumer
of energy-efficient products. The findings of Cascio, O'Donnell, Bayer, Tinney Jr, and Falk (2015)
presented that the neuroscience can also be adopted to discernpeer pressure amidst consumers,
by measuring and evaluating the neural processes identifiedconcerningendorsing a particular
product to other, with or without online information. Figure 5 illustrate the flow and signals
necessary for brand decisions.

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Fig 5: Value signals necessary for brand decisions.

The results emphasized the neural mechanism with respect to social influence and the mental
states of others influencing other-directed recommendations. Neuroscience empowers
enterprises to fathomdisparityfrom a neurological angle,and neuroscience adds quality to any
research in this domain, because it empowers researchers to generateinterpretation and
presumptionfartherfrom the presentfactors and criteria, categorically by constructing analytically
testable adduceon both the decision transfers and their outcomes (McClure, York, & Montague,
2004; O'Doherty, Deichmann, Critchley, & Dolan, 2002). More importantly with the utilization of
neuroscience, neuro- marketers would establishanddiscernthe seminal insights into the consumer
decisions asit would enable toelucidateall the contextual factors, specifically concerned with
marketing, that elicit interaction with the diverse neural circuitry and, help in accomplishing
specific process and implement these marketing interferences that impact decisions more
adequately (Yoon, Gutchess, Feinberg, & Polk, 2006).

Marketing Persuasion and Customer Relations, Social Cognitive Neuroscience

Marketing's primary goal is to help consumers match goods with one another, despite the
widespread belief that marketing is fundamentally evil. Consumer preferences may be better met
by presenting goods in a way that is more aligned with marketing objectives and facilitates the
consumer's decision-making process (Klucharev, Smidts, & Fernández, 2008; Rilling et al., 2002).
Consumer value and wants are communicated to product designers by marketers before a
product is developed. After the product is available in stores, marketers work to boost sales by
controlling and leading options, price, advertising, and exposure. This is known as post-launch
marketing. Traditional techniques are too costly and impossible to implement in their entirety. On
the decision-making sciences (neuroeconomics), neuroscience has enabled neuromarketing
through techniques such as neuroimaging, but it has had a significant effect in marketing
(Kringelbach & Rolls, 2004). An important goal is for neuroimaging to regulate marketing processes

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and economics in general, with the expectation that neuroimaging can provide light on
consumer choice decision-making, which is now obscured by conventional methods. (Adolphs,
2003; Ullsperger & von Cramon, 2004; G Vecchiato et al., 2012). Customers' minds are
uncontrolled, and they are often persuaded to make purchases from brands they had no
intention of doing in the first place. Marketers may now use neuroscience to track changes in
consumer perceptions to better understand why customers switch brands. Traditional persuasion
techniques are used in tandem with new ones in order to improve brand recognition and
encourage positive purchasing behaviour (Glimcher & Rustichini, 2004; Stephan et al., 2007). The
sentiments and emotions of the consumer are, however, an important factor that is often
neglected. In the marketplace, or even when they turn on their televisions or the internet, how do
they feel when they're inundated with various persuasive stimuli? How do they feel To obtain the
greatest prices, some consumers have to actively engage in the persuasive process, while others
unwittingly sacrifice their emotions and privacy in the process. This in turn has an impact on the
business's connection with its customers. According to the findings, there were several previously
unknown facts about traditional marketing persuasion efforts as well as neuromarketing
persuasion attempts. It's feasible for customers to limit how much personal information they share
with marketers, but it's not always doable. By using neuromarketing to persuade consumers,
businesses hope to get insight into their subconscious minds. A major issue here is whether
employing such methods is ethical, as well as what effect it will have on consumer privacy and
relationships (Hubert, 2010). Conventional methods of persuasion do not have any negative
impacts on consumer privacy, since customers voluntarily disclose a certain amount of
information in order to get excellent offers and incentives under the traditional models (Calvert &
Thesen, 2004; Camerer, Loewenstein, & Prelec, 2005). Preferences That Were Revealed The
Consumer Persuasion Model has no negative impact on customer relationships because
customers willingly share their email addresses and phone numbers with the marketer so that the
marketer can contact them and establish a relationship with them in order to be rewarded for
their loyalty and support of the company. Customer relationships are harmed by the Traditional
Consumer Persuasion Model because consumers see advertising stimuli as an annoyance (Elliott,
Friston, & Dolan, 2000; Thayer, Mather, & Koenig, 2021). Because of the invasion of customer
privacy caused by various neuroimaging techniques, the Neuroscience Persuasion Model
(Collective Neuromarketing Consumer Persuasion Model and Individual Neuromarketing
Persuasion Model) has a negative impact on customer relationships, as customers no longer trust
marketers (Ibáñez-Sánchez, Flavián, Casaló, & Belanche, 2021). Additionally, the loss of trust
between the consumer and marketer is a consequence of invasion of client privacy (Tim Ambler,
Ioannides, & Rose, 2000; Baccalá & Sameshima, 2001).

Contemporary neuroscientific methodologies

It has been well established that the conventional methods and protocolsfailed to stimulate;
model or elucidate the brain functioning, and its response towards marketing. Neurological tests
attain and delivera high magnitude of scientific and replicable results and the various attractive
attributes in contrast to conventional methods; smaller samples requirement and better
prediction on the impact of gender difference and their perception of a product, to the distinction
between age (children compared with an adult) (Pradeep, 2010). Neuro-scientific protocols
alsogenerate critical inputs via neuroimaging, a study on the brain areas involved and conscious
to subconscious processes without any mindfuleffort from the member of the study (Rilling, Sanfey,
Aronson, Nystrom, & Cohen, 2004a, 2004b). Further,it extends the feasibility to investigate in real-
time, enabling the viewer to discern the phenomena relevant to any time or dimension of the
analysis. Lastly, these techniquescompute the physiological response noninvasively (Aftanas,
Reva, Varlamov, Pavlov, & Makhnev, 2004; Astolfi, Cincotti, et al., 2007; Rossiter, Silberstein, Harris,
& Nield, 2001). The EEG is an acronym of the Electroencephalography; employ sensors to record
electrical signals based on theimpact of brain waves, electrodes placed on the head of
membersin the study to record voltage signals (Astolfi, De Vico Fallani, et al., 2007; F Babiloni et
al., 2000; Fabio Babiloni et al., 2005). When a stimulus (commercial) is conferred to the test subject,
neurons generate a small electrical current that can be amplified,and has multiple frequency
patterns, called brain waves, which are associated with different states of consciousness. Such
brain waves be documented in sparetime gasp wherein 10000 EEG signals noted per second, the
speed and rate of data acquisition should match the speed of thoughts. (Gevins et al., 1994;
Morin, 2011). The EEG has proved to the best instrument to grade the wave brain;to harness
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cognitive dataelucidatingthe neural mechanisms (Stomp, D’ingeo, Henry, Cousillas, &
Hausberger, 2021). The EEG quiteprecise to recordthe voltage signals in the domain of testing the
subject's brain response to create a guidelinewith least noise disturbance. The limitations of EEG;
not sound enough to judge the exact location in the brain which evoked that appropriate
response via anelectrical signal specifically when considering deeper brain parts (Morin, 2011).
Functional magnetic resonance imaging (fMRI) is theinstrument rely on MRI scanner to monitor
brain blood flow via visualization (C. Babiloni et al., 2003; Gottfried, O'Doherty, & Dolan, 2002). The
prime factor when suing such tools to marketing research is to fathom the contrast of the signals
concerningthe level of oxygenated blood (BOLD) (Morin, 2011). The concept of FMRI tests is to
regardwhen ashift in the BOLD signal is thespecific measure of the neural activity, the resolution
offered by this is 10 timessuperiorto the EEG (Fallani et al., 2011; Pradeep, 2010).
Magnetoencephalography (MEG) registers the magnetic fields of the brain as a function of
electrochemical signals between neurons that amplified and mapped using MEG with superior
temporal and spatial resolution when compared to an EEG Morin (2011), and the best way to
engage MEG; to calibrate brain action in specific recognized areas completed to a particular
task, rather than employed for analytical experiments (Dale et al., 2000; Dale & Sereno, 1993). The
eye-tracking device delivers the commercials on a sensitive screen to test subjects, enabling to
monitor what the subjects respond per millisecond in real-time (Duchowski, 2007). The results
showcasedbrain areas involved of participantscorrelated well with the path of the eye
movements, and this concept can be combined with the EEG for finalexamination and
interpretation (Bai, Towle, He, & He, 2007; Berntson et al., 1997; Michel & Murray, 2012). The
collaboration between neuroscience and marketing can expand the knowledge in crucial areas,
to illuminate explicitly on the association between the consumer and the product, the clout of
advertising stimuli, the development of a brand, unmet needs and business convenience, to the
synergy of enterprises in distinct market domains and assimilation of emotions concerningbrain
kindling, assuredlysupplementing themes for present-day society (Braeutigam, 2005; Deppe,
Schwindt, Kugel, Plassmann, & Kenning, 2005). Critical and essential aspects of any business; trust
also explored vianeuromarketing. To investigate thisfacet at a business level is paramount
because it can impact onimproved strategic alliances, joint ventures, mergers, and acquisitions
(Alsmadi & Hailat, 2021; Lieberman, Gaunt, Gilbert, & Trope, 2002; Manuck, Flory, Muldoon, &
Ferrell, 2003).Trust is a specificparameter for all the stakeholders, sans this;there arises a risk of selfish
behaviour. Marketing research has treated trust more than an action and as a logical economic
calculation. Evidently,neuroscientifictechniques and protocols can furnish information on trust
augmentation. Madan (2010) has published a work establishes the role ofthe medial prefrontal
cortex (mPFC) is a tool to connect evidence-based knowledge with bio-regulatory elements,
wherein product-related data linked to mPFC; an increase in activation (mPFC) and superior
frontal gyrus markerwhen trust and confidence were built on a product with the endorsement of
celebrities(subcortical areas intermittentlyused in neuro-marketing studies Madan (2010) cited the
amygdale;credited for emotional transformation of information with respect to themagnitude of
the reward. The ventral striatum, including the nucleus acumens, and the brain's reward centre,
are othergauge tools in predictive reward and hippocampus linked to memory convoluted in
recognition of brands, products and services (Hommer et al., 2003; Knutson, Westdorp, Kaiser, &
Hommer, 2000; Lee, Butler, & Senior, 2010; McCabe, Houser, Ryan, Smith, & Trouard, 2001).

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Figure 6: Means of consumer science data gathered by psychophysiological measures

Interpreting scientific data about specific ordifferent types of customers, probing and questioning
about their cognitive and perceptual characteristics;employ this knowledge to achieve customer
satisfaction and needs; the paramount concern of neuromarketing (Hoogeveen et al., 2021;
Kahneman & Tversky, 2013). Therefore, neuromarketing can aidbusinessesand enterprises to
delineatemarketing with focus and clarity. The overall perception of the current situation points
the need for clear-cut and definitivecompetenceto achieve marketing perfections. Any
enterprise should have theunique to reach this pinnacle (Kato et al., 2009; Petersen, 2020). As
higher the data and information neuro-marketing harnessas an insight into customer needs, this
empowersorganizations to innovate, develop and refine their marketing strategies (R. M. Wilson,
Gaines, & Hill, 2008; Zurawicki, 2010). Consumer are making decisions continuously, consciously or
unconsciously, to decide on the different choiceavailable to them at any time and with the
information, they have at hand, knowledge on these factors;when reason and emotion are
combined in the decisions, an accurate and precise method could be in the fusion oftraditional
marketing techniques with that ofneuro-scientific methodologies (Knutson, Rick, Wimmer, Prelec,
& Loewenstein, 2007; Lee, Senior, Butler, & Fuchs, 2009; Lehmann, McAlister, & Staelin, 2011).Figure
6 gives a overview of assorted data for modulating an effecting neuromarketing.

Conclusion
Finally, the use of neurobiology data to evaluate the effect of commercial advertisements has
gained momentum lately. Engaging neuroscience information Even if there are many challenges
in putting neuroscience into practise as a means of assessing marketing-relevant information,
marketing companies cannot ignore the possibility of mapping brain activity for the purpose of
accurately assessing marketing communications. Because of advances in neuroscience
techniques, the marketing community now has a better understanding of the brain and neural
activity, which may help them forecast customer behaviour, such as purchasing choices.
Neuroscience gives marketing academics and professionals a particular niche in evaluating brain
processes and behaviours that are customary in certain markets in reaction to certain marketing
stimuli. As a result, it has tremendous potential as a marketing analysis tool of the future.

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