Neuromarketing and the marketing of products and services: Origin and techniques
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Abstract
Neuromarketing is an emerging and increasingly influential area of research into consumer behaviour and the advertising and marketing of products and services. Neuroscience provides access to valuable information that cannot be obtained by traditional techniques, helping marketers to understand consumer behaviour and motivation in order to influence their mind through the senses and persuade them to choose a particular product or service when evaluating different possible options. This article presents a brief theoretical review of the origin of the discipline and the most common neuroscientific techniques used to market products and services to customers based on how their brains work.
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