Neuro-marketing is a new field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state, also known as biometrics, including (heart rate and respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and which brain areas are responsible. Neuro-marketing research is expanding rapidly in both academic and business sectors. In fact, certain companies, particularly those with large-scale ambitions to predict consumer behaviour, have invested in their own laboratories, science personnel and / or partnerships with academia.
Sayed Farrukh Ahmed
Faculty of Business & Economics
Daffodil International University