Demystifying the Role of Neuromarketing in Creating Value for the Marketers

Abstract

Marketing is not merely the advertisement for the consumers; instead, it is a physiological and psychological science that directly deals with the understanding of brain and cognitive decision making. This also raises an important question, How do we make buying decisions? Was that decision made on fact reason, consciousness, or logic? Through the concept of neuromarketing, marketers are able to see that consumers are making decisions unconsciously based on feelings, emotions, and intuitions. In this chapter, the authors intended to study neuromarketing as the science of consumer decisions and to unfold the new marketing markings and new signs of consumer decisions (i.e., to identify the role of emotions and institutions in shaping consumers' buying decisions). The authors would also like to study the gravity of paying attention to consumers' emotions, intuitions, and the unconscious mind. This chapter will add value in decoding the buy button inside the brain and how the future of branding is personal and knowing why you buy.