The Science Behind Neuromarketing

Abstract

With the change and development of technology, the techniques used in marketing research have also changed. Quantitative and qualitative research techniques have been applied to traditional marketing research. Although these techniques are applied, the purchasing decision process of the consumer is not fully understood. The decision-making processes of consumers are more clearly understood thanks to the neuromarketing approach that arises as a result of the collaboration of marketing with neuroscience and the research methods applied as a requirement of this understanding. In this chapter, research methods used in the field of neuromarketing will be examined, examples of applications will be given, and suggestions will be made to academicians and practitioners. © 2020 by IGI Global. All rights reserved.