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Digital Entrepreneurial Engagement: The Art of Neuromarketing

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 Digital Entrepreneurial Engagement: The Art of Neuromarketing

Tanusree Chakraborty1 and Arabinda Bhandari2

1. Associate Professor, Presidency University, Bangalore, email- tannu2677@gmail.com

2. Assistant Professor, Presidency University, Bangalore, email- arabinda_bhandari@rediffmail.com

Keywords- Neuromarketing, Purchase Behavior, Cognitive Process, Neuroscience, Brain

Imaging.

Abstract

Neuroscience has grown in bounds in the recent decade, but it is yet to spread fast into the realm
of marketing mainly because of dearth of trained researchers in cognitive neuroscience (Morin
2011). A plethora of functions are handled by the brain at an unconscious level and it is a matter
of fact that brain engages in consumer behaviors as well. The interrelation between needs and
wants, internal and external environmental factors of a customer play important role in consumer
decision-making process. Since marketing became digitized in the 2000‘s and advertising went
online, we have finely tuned KPIs and combined content optimization, programmatic advertising
and advertisement tech companies from all over trying to (crack) the mind of the average internet
user. Neurosciences in conjunction with cognitive science, psychology, and marketing have
stepped into business, and are critically analyzing consumer behavior and decision making.
Understanding the cognitive processes of the human brain will allow the business to obtain
accurate information about the customer‘s decision-making process, which will help
organization to formulate STP and to develop various marketing engagement strategies for long-
term sustainability of a business. In neuromarketing, customer experience allows the marketer to
connect with customers innovatively beyond tangible touch points, beyond brick mortar stores,
through smartphones or through tablet apps. Numerous brands are advertised and reach the
customer and a customer gets bewildered with the advertisement, ultimately the emotional and
logical mind makes the final purchase decision. The general understanding or overview of
consumer decision-making process is not possible to get via conventional marketing research
methods (e.g., interviews, questionnaires, focus groups) (Ariely & Berns, 2010). This thought is
mainly supported by the logic that consumer or customer cannot (or do not want to) fully explain
their liking and disliking process when explicitly asked (Calvert & Brammer, 2012). In this
scenario, the effect and magnitude of effectiveness of various marketing engagement strategies
may be evaluated by analyzing customers‘ brain activity resulting from different factors of
advertisement, product and service attributes (Astolfi , 2009; Ohme, Reykowska, Wiener, &
Choromanska, 2009). By accessing the brain‘s reactions mainly via ECG and fMRI researchers
are able to better understand emotions that are felt during the consumers‘ buying process. It is
the subconscious that thinks visually, controlling our behavior, making us want to bring to life
memories of past sensory stimulations. It also turns visual stimuli into spontaneous buying
behaviors. With this background, the present study makes an attempt to probe into the business
strategy of digital entrepreneurs through neuromarketing and how the human brain responds to
digital media strategies.
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Introduction- AB

Managers and leaders of corporate world around the globe today are under tremendous pressure
to uncover factors driving customers' attitudes and behavior. Unfortunately, traditional methods
on consumer research based on well-known limitations and have remained largely unchanged
since their introduction decades ago. In recent times there is growing trend in brain-based
research strategies that could allow managers and consumer behavior scientist to immediately
probe into clients' underlying mind, feelings, and intentions.

Neuroscience in marketing, or neuromarketing, is becoming essential for cutting edge market

research now days. An high-priced EEG system is not usually popular; alternatively,
neuroscience can be applied to a technique as trustworthy as surveying. other techniques of
neuromarketing include: biometrics, eye monitoring, facial coding, fMRI and implicit
connotation, amongst other procedures. These techniques are used to gauge the subconscious
side of decision-making process —how information can affect one‘s emotional responses,
learning, and changes in attention and how these internal changes in turn affect concrete actions.
For example, when trying to better understand what people feel about brands, implicit
association measurement can be used to gather if a product‘s branding induces feelings of trust
or anxiety.

Neuromarketing dates as far back as ancient Greece, where the great philosopher Plato used this
technique to explain his views on human emotions and reasoning through the allegory of the
chariot. But the real application of neuromarketing in advertising and marketing and sales have
been explored recently, because of progresses made in technology and brain researches; while
scientists located very thrilling statistics with regard to how human subconscious mind is capable
of make choices without even figuring out the ways of doing this The current research findings
from a neuromarketing studies conducted on Frontiers in Human Neuroscience manual explain
the extent of effectiveness of neuromarketing and also indicates how in fantastic ways marketers
can use its strategies to persuade individual customers to make selections. Some of the great
organization and brands have been using this scientific method for years to influence consumers
to choose their products over their rivals. Coca-Cola is one of the many manufacturers that
brazenly admitted to the usage of neuromarketing in its advertising strategy. The question is
whether or not is it genuinely effective? Maybe below mentioned exercise will help to change
the reader‘s mind. But first, try to think of a Lucky Dwarf. Any Lucky Dwarf that comes to your
mind will do. Got it? Good. Now, try to think of a number between 1 to 10. What‘s the first
number that came to your mind? Was it number 7? What just happened? Did we read your
mind? Not really. That was an example experiment from the book Methods of
Persuasion by Nick Kolenda, which explains how thought patterns influence our subconscious
mind to make decisions based on our previous experiences, also known as Schemas. In this case,
we influenced your mind to think of the number 7 by first exposing you to the words Lucky and
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Dwarf, both of which relates to the number 7, as in Lucky seven and Snow White and the Seven
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Dwarfs. Two things you are already familiar with. We can use this simple technique to get an
information regarding the customers.

The present article provides a practical guidance to managers on how to use these tools, focusing
on two distinct uses: validation of existing insights and generation of novel insights. In this
study, we emphasize that business managers should see neuromarketing as a noble approach to
study the brain of a customer and all the strategic marketing activity decision should be taken
based on this critical information.

Table 1: A Snapshot of Literature Review

S. Authors and Findings
No Year
1. Perrachione, Scientists have the opportunity to correlate strategies which includes decision making, judgment,
2008 encoding, reminiscence or feelings with advertising principles, consisting of positioning, logo loyalty and
customer response to advertising and marketing messages.
2. McClure et Activation of a few regions of the subjects' brain relied on whether or not they knew the name of the
al., 2004; brand they were used to. Experimental subjects were instructed to select coca cola to the detriment of
Pispers and Pepsi whilst understanding what they drank. This activates the frontal lobe, the cerebral region- which
Dabrowski, coordinates attention and controls short-term memory, consequently controlling thinking. The experiment
2011 confirmed that Coca Cola ranked on a preferential position in the consumers' subconscious, whilst the
preference for Pepsi was associated with taste or experience with the brand.
3. Pradeep, It has been found by researchers that conventional techniques are not able to duplicate or model what the
2010, brain does, the way it operates and what it perceives things around itself.
4. Agarwal & Neuromarketing studies eliminate subjectivity and ambiguity by the way of adopting right ways of to
Dutta, 2015 measuring observable brain behaviour. Neuroscience has performed an important function in improving
behavioural predictions and advancing the know-how of customers.
5. Pereyra, 2011 The EEG has emerged as the high-quality tool to assess the ways in which brain handles cognitive
information alongside supplying subjacent data with respect to neural mechanisms.
6. Plassman et In this experiment, subjects were instructed to taste two bottles of wine and to evaluate the quality of the
al. (2008) wine after understanding the cost of the two differently priced bottles of wine. It has been found that the
more high-priced wine obtained a greater rating and the areas in the brain responsible for satisfaction and
reward offered a better activity than the alternative areas.
7. Al Pop et al Physiological neuronal statistics obtained through experiments permits to better apprehend the nature of
(2013)z externally triggered emotions and the manner in which they respond in order to generate the buying
decisions among customers.
8. Butler, 2008 Astounding representations of products are developing continuously, an in-depth analysis of the process,
particularly by means of employing neuromarketing strategies of customer-buying behavior may be very
worthy in drawing inference about buying behaviour
9. Douglas 2007 Results from researchers reveal that combining neural activity photographs coupled with records through
traditional equipment may produce stronger and effective understanding of desired marketing practices.
10. Douglas 2008 Though neuromarketing has applications to all varieties of product marketing, it is of specific
concern to service-marketers because of the intangible nature of services.
11. Morin , 2011 Neuromarketing has the capacity to noticeably enhance the effectiveness of both commercial and
motive-related advertising messages around the sector.
12 Morin, 2011 One of the key elements to marketing research is to recognize the contrast of the indicators within the
dependent level of oxygenated blood (BOLD). To a particular stimulus, a few brain areas of the
subject receive extra oxygenated blood than that they had obtained in a preceding time. This evidence
helps in understanding the regions that are responsible for information processing.
13. McClure et al Neuromarketing is certainly associated with the measurement of affect in product experience, as it is
2004 inquisitive about customer behavior, however, it is not confined to it only: it analyses conditions for an
Plassmann et instance, brand research, which also concerns inter- and intra-organizational studies.
al, 2008
14. Dolley 2012 Current neuroscience tools assist to look into human brains and in order that opens a way to
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psychological decision making process - the black box of the brain.

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15. Lindstrom, Connection of medical knowledge, technologies and marketing which due to brain scans can help us
2009 understand the stimuli in the brain and how they are processed as well.
Neuromarketing Research: Measuring Emotions within the brain

Emotional engagement is very important in marketing research. With respect to emotional

engagement, emotional valence (how pleasant or unpleasant the emotion is) and emotional
arousal (how calming or exciting the emotion is; Bradley, Greenwald, Petry, & Lang, 1992;
Russel, 1980) are the two most important determiners of action. Generally, emotions are
expressed at three different stages: individual‘s subjective experience, his expressive behavior,
and through his physiological changes (Ekman, 1992). So, in order to understand brain
engagement in marketing, it is indispensible to study emotional responses to marketing stimuli
and therefore record the neurophysiological responses (i.e. brain activity) associated with the
subjective emotional response, (Ekman, 1992). Human emotions are strong mediators with
respect to a consumer‘s processing of the incumbent messages, interpreting and exhibiting
cognitive responses to selling messages. When exposed to some stimuli, and the individual is
getting ready for some response, it implies that there is a physiological pattern for each emotion.

Source: Motte D, 2009

Brain Engages in Decision Making

The Human brain works like a big system. It processes information that it receives from the
external and internal environment and sends messages back to the body. But the human brain can
do much more than a system can: humans can think about any situation or subject and experience
emotions with their brain, and it is the root of human intelligence. The human brain is roughly
the size of two fists and weighs about 1.5 kilograms. From outside it looks like a walnut, with
folds and crevices. Brain tissue is made up of about 100 billion neurons and more than one
trillion supporting cells which stabilize the tissue. There are various sections of the brain, each of
the portion has their specific functions: Cerebrum, diencephalon, brain stem and cerebellum. The
cerebrum has two portions, it is called the right and left hemispheres. These two hemispheres are
well connected by the corpus callosum. Each hemisphere is made up of six lobes that have their
different functions. The cerebrum controls movement and processes sensory information and all
conscious and unconscious actions and feelings are produced here. It is also responsible for
speech, hearing, intelligence and memory of human being. The functions of these two
hemispheres are different: the left hemisphere is responsible for speech and abstract thinking the
right hemisphere is usually responsible for spatial thinking or imagery. The right side of the
brain controls the left side of the human body, and the left side of the brain controls the right side
of the human body.
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The left cerebral cortex of the human brain is mainly responsible for language and speech. It has
been discovered by the scientist that right cerebral cortex poses spatial information.
The thalamus provides the cerebrum with different sensory information from the skin, eyes, and
ears, as well as other information from the external environment Whether in interaction with
society or with nature, decisions are often the result of complex interactions between many
factors of the environment. Till date, researchers have so far considered the information about
the final decision that an individual sensory neuron carries, those sensory neurons whose activity
contains information are vital to reaching the final decision. The problem with this approach is
that all the neurons are constantly communicating with each other and ―joined in‖ the
conversation. Actually, the nearby cell also passes out some crucial signals transmitted to the
higher decision process in the brain.
Brain and Neuromarketing

Brain imaging is the most remarkable psychophysiological method, as it allows directly

visualizing precisely which region in the brain has been activated by a particular stimulus. Some
pleasure and motivation centers of the brain acts as ‗buy button‘ in the head and can be linked
with controlling consumer behavior and preferences (Senior and Lee 2008). Consumers are
largely motivated by what makes them feel good, especially when it comes to their purchasing
decisions. In this context, companies have engaged their marketing teams to understand the
human brain and its functioning that will help them better understand consumers. The hypothesis
is that human brain activity can offer marketers with data that not achievable through
conventional marketing research methods (Ariely & Berns, 2010). Calvert & Brammer, 2012
asserts that, as a lot of information processing towards consumer decision making occur at a
subconscious level, the traditional methods of data collection might not yield complete data, a
more detailed and scientific method is called for.

Hubert and Kenning (2008) differentiate the concept of consumer neuroscience from
neuromarketing. They assert that neuroscience is the scientific development of explanatory
models for consumer behaviors, and neuromarketing is the application of these findings within
the scope of managerial practice. Neuromarketing captures methods and insights from brain
research. Probing into a budding but fast-growing field called neuromarketing, that employs
brain-tracking tools to understand why we like what we like, helps marketers predict how to
make consumers like a product. Marketing research methods have always targeted towards
understanding and predicting the significance of advertising campaigns. Marketers hypothesize
that people are actually able to define their own cognitive process which is composed of many
subconscious components. The arrival of neuroimaging methods have provided exciting
methodological alternatives that sanctions marketers to investigate the consumers‘ brains in
order to procure valuable insights on the subconscious processes that occur before a purchase
decision is made. This will finally infer as to why a message in due course succeeds or fails.
There are various approaches to measure physiological responses to advertising and marketing,
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however, there are three proper and handiest noninvasive techniques for measuring and charting
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brain activity: first electroencephalography (EEG), second magnetoencephalography (MEG) and
third practical magnetic resonance imaging (fMRI).

Contemporary Neuro-Scientific Methodologies: The Neuromarketers’ Toolbox

Among the various neuroimaging studies available, concurrent methods of EEG and fMRI, are
most popular, but they present some technical challenges extending from the difficulty of
inducing sleep in the MRI setting to appropriate instrumentation and data processing methods to
obtain artifact free data. Of late, neuroscientific techniques consist of effective brain imaging
equipment, which is primarily based on the collection of hemodynamic or electromagnetic
signals associated with the human brain activity at the time of the task performance of a relevant
marketing goals. Market researchers are using brain imaging equipment, in place of asking the
respondents or subjects their choices when they are exposed in front of advertising stimuli, this
arises from the belief that human beings cannot (or do not want to) absolutely give an
explanation for their desire if they are explicitly asked for. (Calvert & Brammer, 2012).
Neuromarketing techniques encompasses the various means that record rationally uncontrolled
human reactions, it makes use of imaging techniques via psychophysical investigations. The
most usual methods of neuroscientific investigations in neuromarketing are the electrodermal
response, eye monitoring, measuring the heart rate, respiration or facial electromyography, once
in a while related to an imaging illustration at the computer display screen. (Roullet and
Droulers, 2010, p. 15). The main set of tools of neuromarketing is however related to brain
imaging techniques. For example, in 2009, over 3000 articles were published in the entire world,
also tackling the brain imaging issue (Roullet and Droulers, 2010, p. 10).The tools most
commonly used in this context are- EEG, functional MRI, GSR and MEG.

Table 2: Portrayal of Neuro-Scientific Methodologies

EEG MEG functional MRI fmri
 Identifies and measures brain  Began from Mid 60‘s  Studies the deep structures of the
waves.  Measures magnetic fields in the subjects' brain
 measure the variation of the brain  Images the change of blood flow
electrical field at the level of the  Better spatial resolution that EEG in the brainm
scalpel  Limited capacity to pick up  Works on BOLD signal (Blood
 Sees the biological basis of activity in the brain surface Oxygen Level Dependent)
cognitive response  Few areas have been identified  BOLD alters magnetic field
 Units are neurons and synapses where specific tasks can be studied  BOLD alteration measures
 Electricl currents are produced  Records real time responses neuronal activity
and a,plified  Not fit to conduct MR studies of  Studies brain processes during
 Brainwaves are recorded higher cognitive functions purchase decisions
 Does not have spatial  Spatial resolution 10 times better
resolution than EEG
 Cognitive process triggers not  Measures emotional responses too
recorded  Capable of identifying the
pleasure centre
 Expensive
Source: Authors’ Compilation
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In the discipline of Neuromarketing, EEG is employed to assess whether or not a subject is
engaged or not, or has positive or negative emotional engagement. Frequency and amplitude are
usable traits of the recorded EEG styles. In neuroscience terminologies,, the EEG gadget is the
one most commonly used to gauge the activity within the left – proper asymmetry of the frontal
EEG for neuromarketing functions. In general, of the researches conducted on brain,
researchers intend to examine both the superficial structures of the brain (accountable for the
superior cognitive functions) and the deep systems (associated with feelings); in both of the
mentioned cases they opt to integrate the above-provided technology (e.g., EEG/MEG with the
purposeful MRI) thinking about the strengths and boundaries of every technology cited..
Although EEG is not so powerful as Functional Magnetic Resonance Imaging (fMRI) is, still it is
the technique that provides Marketers and Researchers with the understanding of electrical
activity taking place in the cortex, which is exceedingly useful in understanding human emotion
and its engagement levels. It is established by studies that the hemodynamic measurements of the
brain activity permits a level of localization of the activated brain structures on the order of few
cubic mm, and makes it possible to identify activations also in deep brain structures such as
amygdala and nucleus acumens.

Neuro-Marketing as Business Strategy

Author Carla Nagel raised a highly interesting question about neuromarketing and big data. In an
article ―Competing Or Completing For Better Consumer Understanding‖ in Neuromarketing
Theory & Practice, (Nagel 2015), as both commonly considered to be "the next big thing" in the
marketing area. Beyond the buzz, both the fields of neuromarketing and big data are able to
provide valuable information and insight for marketers about the targeted customers‘ choices and
behavior. It will help the organizations to do segmentation, targeting and positioning of the
product effectively. As Neuromarketing and Big data applications have a common area of
working, collection, and analysis of large amount of data, but more importantly, the final
objective is to use this information for supporting right management decision. However, that is
the bottleneck in both of these emerging fields. It is very much easy to collect and store more
terabyte data from various sources or from innovative neuromarketing methodologies such as
facial coding and implicit response measures. By all means, those techniques are becoming more
common business practices nowadays. In addition, the development of new hardware and
software has helped to increase the acceptance and utilization of both fields. However, it takes
more than simply collecting data (e.g., number of tweets per hour) and easy information
extraction (e.g., level of joy when a key visual is perceived) to create any competitive advantage
but nowadays, it is much difficult to turn this database knowledge into execution insights for
business decision- making than it is to acquire and crunch it. Given the unimaginable amount of
rich, unstructured, and unrelated data available today from unlimited and heterogeneous sources,
what is needed is an efficient search method for detecting patterns and extracting insights from
that mountain of data. Nowadays conventional business analysis methods such as widely-used
correlation or linear regression techniques are stretched to their limits fairly quickly by the
demands of both big data and neuromarketing data. Heftier data mining tools, such as artificial
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neural network analytics, are needed to process all the retrieved data and discover hidden
patterns of knowledge. That is the point of contact for a fruitful cooperation between big data,
neuromarketing, and Artificial Neural Intelligence. The added value of advanced data mining
techniques has their ability to identify hidden structures (unknown relations) in large bodies of
data. A fruitful cooperation for a better customer understanding can be done by applying data
mining techniques and Artificial Neural Intelligence to neuromarketing. The result might be
called something new ―DNA of mind mining.‖

Fig 1 Pitch point between Neuromarketing, Big data processing, and

Artificial Neural Intelligence.

Artificial Neural
Intelligence

Big data Neuromarketing

Processing Data

Organizations are collecting more and more data every day from various reliable sources, but
most of them do not know how, why or when to use those data to improve their business
decision and convert them to business outcomes. Ordinary and isolated data ―silos‖ will not
automatically support decision making of an organization. All the collected data need to be
converted into meaningful knowledge to reveal valuable insights for evidence-based
management, in particular, the identification of consistent patterns and relationships between
different variables. Therefore nowadays, for any organization challenge is not to collect and get
the database, but it is a big challenge to them to analyze the (right) data for knowledge
discoveries to support real-time and perspective future actions. In this respect, using predictive
analytics based on data mining techniques is gaining popularity day by day. Here a famous
example of predictive data mining of Barak Obama‘s election campaign of 2012 (Issenberg,
2012) can be quoted. Obama‘s analytics team able to identified the interests of the individual
voter and predicted which voter would be positively influenced by various campaign touch
points such as door knock, social media or TV advertisement. Significantly, the President
Obama‘s campaign found the greatest value of advanced data mining techniques to be in their
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ability to identify hidden structures and unknown relations between variables, which would be
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beyond the capacity of any one human mind to comprehend, or even recognize. Data mining
techniques are not limited by the restrictions of conventional (multivariate) analysis methods.
They can reveal complex, nonlinear and dynamic relationships - such as those found in living
systems – and can be helpful to solve the artificial neural intelligence practical problem. The
history of the last 30 years – from the birth of the World Wide Web to the thoroughgoing
digitalization and automation of virtually every domain of daily life –has paved the way to the
current era of big data.

Brain’s Response to Advertising Messages in The Digital World

The five neuromarketing technique that every marketer should know about this.

 Eye tracking of the consumer: Do they look at the promotion articles near the entrance?
Is the signage actually being read? What kind of viewing patterns do consumers show
when browsing a product category? In short, eye tracking offers a great way to find out
things that are hard to discover using traditional marketing research.
 Study of Consumer Brain: ECG and fMRI - There are certain devices out there that you
may know from a medical context that can read brain activity, such as fMRI and EEG
equipment. These brain scanners are nowadays used by neuromarketers to look at
people's brains in order to create alluring ads, websites, and packaging that press the
customer's buy buttons. That might sound a bit unethical, but it's far less scary than it
seems. It just means that scientists can read, quite globally, if consumers like or not like a
product, if they feel more like approaching or avoiding a product, or if they get excited or
bored by a certain advertisement.

 Smile: Facial Condition- In the same line as equipment to measure the brain and our eye
gaze, there are also sensors that can be attached to the face and measure tiny movements
of muscles. When we display certain emotions, like smiling, we use specific muscles to
achieve this. The same principle applies to other emotions such as anger or surprise.
 Sensory Marketing - There are several forms of sensory marketing, such as touch,
sound, or smell, and they aim to influence a brand audience by sensory stimulation. So is
it really possible that simply smelling something can make people buy more products?
Sometimes.
With emotional products like the ones sold in a fashion store, a few pleasant smells will
give customers a whole new experience and will make products seem more exclusive and
high end. However, fairly neutral environments like hardware or office retail shops are
better off limiting noticeable smells.
 Sound: And how about sound? As it turns out, consumers will pay more attention to light
objects when they hear more high pitched sounds, and more to dark objects when hearing
low pitched sounds. Studies have discovered that these subtle changes in the in-store
environment can have quite dramatic impacts on sales.
 Mind Tricks: Psychological techniques can be quite subtle. A speaking example, though
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perhaps more commonly known these days, is that merely removing the dollar sign listed
 for products can increase r sales. Seeing a dollar sign – or for the European reader, a euro
sign – subconsciously shifts people‘s attention to loss and not gain.
Of course, a slight expression of a faint smile does not always mean that someone is happy.
But the point is, facial coding equipment can measure subtle, oftentimes subconscious, reactions
to stimuli that hold information about how we feel about something. Even better, it can predict
what behavior will follow said expressions. And, we do get something we want in return for our
hard-earned euros or dollars, but it is still a bit unpleasant that we are spending money in the first
place. Removing the sign really works too, as studies have found that people spend significantly
more cash on products and food when a money sign is absent.
One of the first neuromarketing researchers was released in 2004 by reading Montague as a
director of the human neuroimaging at Baylor College of Medicine in Houston. It was published
in a scientific journal called Neuron. The study was called "Pepsi paradox". It was inspired by one
of the commercials which is called "Pepsi Challenge". In this research, the brain was scanned at
67 people. They were blind tasted Coca-Cola and Pepsi. Half of the involved people chose Pepsi.
It can be considered that Pepsi can produce a stronger response than Coca-Cola. It is processing in
the brain's ventromedial prefrontal cortex. It is a place which is responsible for the processing of
feelings. Once the people were known that they were drinking Coca-Cola, ¾ expressed that Coca-
Cola tasted much better. It needs to be also said that their brain activity had been changed. The
results show that Pepsi should have half the market share; however, the reality is that consumers
prefer to buy Coca-Cola for the reasons which are related to their preferences of taste. They also
have better personal experience with the brand of Coca-Cola. It shows the reason Pepsi did not
win the wars with Coca-Cola. The fact is that consumers had thought that it tasted better.
Therefore, the emotional engagement was higher to Coca-Cola than Pepsi (Lindstrom, 2009).

Martin Lindstrom is a Danish author and author of the book called "Biology – Truth, and Lies
about Why We Buy". The book consists of all studies which analyzed the main reason what
makes people buy the particular product. It was claimed that it is currently the human psyche
which has the main role in decision making what the customers will buy. The study deeply
analyzed the behavior of 2000 human beings during the three years, and 7 million dollars were
used to this study. They watched several commercial activities, advertising and marketing
materials such as logos, product placements, health warnings and subliminal images. According
to this study, it can be considered that branding plays a crucial role to emphasize and optimize all
signals of the brand. "When we brand things, our brains perceive them as more special and
valuable than they actually are" (Lindstrom, 2010). As an outrageous result discovered that the
hearing and smell is much more dominant than what the people really see. "When Nokia phones
first hit the market, the company's default tune became instantly popular, largely because it was
the first melody people recognized when they were starting to buy mobile phones (in case you are
wondering, the simple ditty is based on Gran Vals composed by Francisco Tarrega in the
nineteenth century). Since then, the tone has taken on an almost viral quality. In fact, if you go
onto YouTube, you can observe complete strangers playing the Nokia melody on the piano, the
guitar, or on a clavier. If you're into hip-hop, there's even a gangster' Nokia remix. One Web site
claims that the impact of the Nokia melody is so great that there've been reports of songbirds
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chirping it over the skies of London (Lindstrom, 2009).

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Thrust Areas of Neuromarketing

The thrust areas of neuro-marketing and sensory marketing are mounting rapidly and is leading
to the quest for new behavioural segmentations for consumers, the development of new sensory
brands, sensory marketing in retail and in sales force efficiency. Companies are conducting
experiments and depending on observations on the brain and studies the reactions to the
presentation of a campaign. In those studies, the focus of research are basically attention to the
stimulation, or absence thereof, of some definite areas of the brain: related to attention,
emotional involvement, memorization, interest, novelty perception and finally intention to buy.

1. Customer behavioural segmentation- Behavioral segmentation is done so that people

with similar buying behavior can be clubbed together as a single group and studies their
choices and preferences can be targeted. Through these studies on behavioral
segmentation , needs of people showing consistent behavior can be catered to as
compared to people with erratic behavior. Brand loyalty can be further built upon those
customers who have shown as affinity towards a brand

2. Creation of sensory brands - Sensory Branding is a type of marketing that appeal to all
the senses. Sensory experience of the brands help to create brand loyalty and thereby
increase sales and revenues of the company. Sensory advertising goals are to create the
adequacy of products and services with their layout and their packaging in such a way
that, it is possible to valorize (maintaining the value or rate of a product) them in a
business environment so that they appear appealing to the potential customers.

3. Sensory marketing in retail- Braga (2012) states the importance of sensory marketing,
informing that it is through its study that different marketing strategies to communicate better
with consumers stand out. Furthermore, it is known that a sensory marketing advantage is the
possibility of the company to―build a relationship‖ with the consumer. According to Schmitt
(2000), consumers are motivated by both reason and emotion, and seek to experience shopping
experiences and not just buy quality products. According to Blessa (2011), the setting and
thematization of the stores serve as a strong strategy to awaken sensations in this consumer.
Increasingly, retailers are aware of the importance of the store environment. The store
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environment is often influenced by the customer's decision whether or not to enter the store. the
store atmosphere is made up of elements such as lighting, design, air quality, interior decoration
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and music.
4. Food and beverage products - Neuromarketing in food retailing‘ provides the reader with
fundamental theoretical and practical neuromarketing issues applied in food retailing. Consumer-
driven food and beverage innovation, which designs products to meet consumer needs, can be
achieved through a company culture focused on the consumer and by applying appropriate
consumer input through neuromarketing. The simplest and also the most successful way to reach
customer attention in food selection process is through visuals (products) illuminated in an eye-
catching way.

5. Building architechture- Novel insights from cognitive neuroscience research have begun to
influence building and architectural designs. There is a tighter relationship between architectural
design and embodied cognition, as well as architectural experience and bodily self-consciousness
(Mallgrave, 2011; Pasqualini et al., 2013).

Future of Neuromarketing
There are five identified predictions for neuromarketing in the future time frame. It can be
summarized as the following:

 More collaboration: different kinds of research platforms will be used to provide sufficient
comparison and effective collaboration. Therefore, the researchers feel confident to share
their outcome.
 More studies will be done: numbers of case studies and research will grow in next period. It
will help to understand better, analyze or compare the obtained information and relevant
data. It will offer the place for deeper studies of human minds.
 Greater frequency of testing: the profit from the effectiveness of time-saving and usage will
bring the higher volume of a trial. These tests will be set up on the monthly or bi-weekly
basis.
 Better company benchmarking: According to the previous prediction, the better
benchmarking will be implemented. It brings the possibility to predict buying behavior.
 More case studies and real-life examples: as it was said previously, more case studies and
real-life examples will be provided in the future. It brings better understanding and
overview in neuromarketing.
Fig The Proposed Model

Cost Leadership
Strategy H3

H Competitive
Neuromarketing Strategy H
Formulation Advantage
2
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Differentiate
Strategy
Page
Critical to the success of neuromarketing is the necessary generation of empiricist-driven links
between bio-measures and behaviors. When this connection becomes more focus and clear, our
know-how about unconscious emotional arousal and valence will be able to predict customer
behavioral outcomes more correctly than ever before. The advancements in information
processing, data capture, and scientific theory have created the perfect storm to advance the fields
of neuromarketing and consumer neuroscience beyond what was once thought impossible (Clark,
2015). Neuromarketing concept will help the traditional advertising plan. It‘s simply a helping
technology that can be implemented with existing marketing strategies to improve the ROI.
However, with the understanding about neuromarketing will open a door to the minds of
consumers and allowing us to understand their behavior, marketers now have a chance to use
current findings to create much more successful advertising campaigns that persuade people to
take action. Also will help to make an emotional connection with the consumer and build better
loyal customer in future which may lead to a competitive edge for an organization.
Neuromarketing technologies has several limitations that can hinder the extension and validation
of the application in consumer, but the integration of Neuromarketing and Nanotechnology could
help the marketers in near future in many possible ways to i) carry out in vivo and vitro
experiments regarding consumers; (ii) real-time monitor of consumers‘ mental processes ; (iii)
combine different technologies(Neural artificial Intelligence) to corroborate results obtained by
different Neuroscientific tools.

Conclusion

The paper has made an attempt to explain the business strategy of digital entrepreneurs and how
through neuromarketing, marketers are to understand the basics of the decision-making
mechanism. Drawing from insight of this study, it will be possible to f get right of entry to an
advanced stage of know-how of a client‘s behavior. According to Lindstrom (2010) by using
neuromarketing we can unveil how the customers behave and make decisions, even as getting
access to the subconscious thoughts, emotions, feelings and goals which trigger in us the
purchase decision.

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