Neuromarketing is “the use of modern brain science to measure the impact of marketing and advertising on consumers.” [1] This concept is not new to marketing, and it is now making a resurgence because of social media, the abundance of data and consumers are too distracted. Neuromarketing can marketers establish (1) brand association, (2) advertising effectiveness, (3) shopper decision process, (4) online experiences and (5) influences on product design.
I am interested in the techniques and methods used so that I
can develop an algorithm for my expert system. The focus is on emotions
(internal) and sentiments (external) to provoke the desired response in
customers.
[1] “Neuromarketing for Dummies” by Genco, Pohlmann & Steidle.