Evolution of Neuromarketing to Unlock Consumer Behavior

Neuromarketing is the science of blending of neuroscience and marketing concepts to understand brain responses to stimuli and therefore predict consumer behavior. The importance of this method has evolved over the years with advancement of tools, techniques and concepts to predict consumer responses and thus behavior. The importance in this technique over survey method is that it measures responses and does not depend on self-reported data. In this chapter, we will briefly outline the various facets of consumer behavior, basic neuroscience concepts and move to gradual advancement of neuromarketing techniques. We would also explore some well known case studies to illustrate the importance of this technique. We would also discuss the ethical considerations of Neuromarketing to illustrate that there are serious concerns in that front.