Exploring the Concept of Neuromarketing in the Middle East

By Salim Mroueh

In the commercial age, the extent to which a firm can market itself is as important as the product or service being offered. Given the importance placed on advertising and marketing, firms have utilized aspects of psychology and technology to increase marketing ability. This process not only works through different methods of advertising, but understanding the effect of marketing on the human brain as well. In recent decades, the field of neuromarketing has emerged in an attempt to study consumers. Neuromarketing is essentially a field of marketing that seeks to understand consumer responses to marketing stimuli such as advertising and product presentation, by means of brain scan. Through the use of functional magnetic resonance imaging (fMRI) and electroencephalography (EEG), the marketing industry can expose subjects to stimuli (products, commercial, etc) and demonstrate how marketing stimuli alter a consumer's cognitive, sensory, and motor systems. While controversial, this approach removes many of the pitfalls of traditional market research, such as issues in methodology as well as bias on behalf of the subject.

• Format: Paperback
• Language: English
• ISBN: 3659889067
• ISBN13: 9783659889066
• Release Date: September 2019
• Publisher: LAP Lambert Academic Publishing
• Length: 76 Pages
• Weight: 0.27 lbs.
• Dimensions: 0.2" x 6.0" x 9.0"