The Applications of Neuromarketing in Consumer Behavior

The purpose of this paper is to present the possible applications of neuromarketing in understanding consumer behavior. It is a relatively new area that is a fusion of science and business, which will prove to be an invaluable pairing for understanding the psychology of consumers. This study utilizes past studies that have been conducted in this field of neuromarketing, and the possible correlations between this and consumer behavior that can be analyzed by marketers and researchers for future product distribution. It could be observed that there are many methods that can be utilized that are used in the mapping of the brain for neurology, which will have important implications for the business area. The methods of neuro mapping are not invasive and offer no discomfort to the consumers which might be utilized as a future tool for understanding consumers and their behavior. Some of the methods that were the most used in neuromarketing were fMRI and EEGs. The fusion of science and business will prove to be an important pairing, as the motivations and emotions behind consumers in buying products will be able to guide marketers to make products that consumers need.