Market Grooming: How Neuromarketing Influences Consumers’ Purchase Decisions?

Abstract

The research fields of consumer behaviour and neurology are connected to the emerging subject of neuromarketing. The learning of how the human mind reacts to marketing stimulus is called neuromarketing, which integrates concepts from neuroscience and economics. It looks for the underlying brain mechanisms and affective states that shape the behaviour of consumers. Neuromarketers use methods like eye tracking, biometrics, brain imaging (fMRI and EEG) and eye tracking to try and understand how consumers make decisions, what grabs their attention and how they emotionally interact with companies, products and ads. Market grooming is the process of creating and manipulating the existing market towards a specific product, service or idea. It is the practice that helps the marketer to groom the product through various stages of marketing, be it market research, product development, advertising campaigns or creating favourable conditions for the product. All practices are performed to groom the market for a specific product, when they are combined with neuromarketing, it becomes a perfect blend for the success of product in the actual market. The study concludes that market grooming along with neuromarketing can present a significant potential for enhancing the understanding of consumer decision behaviour by increasing the validity and precision of assessing customer responses to marketing activities.

Citation

Bansal, A., Agarwal, S. and Arora, N. (2024), "Market Grooming: How Neuromarketing Influences Consumers’ Purchase Decisions?", Dadwal, S.S., Jahankhani, H. and Revett, K. (Ed.) Market Grooming, Emerald Publishing Limited, Leeds, pp. 275-292. https://doi.org/10.1108/978-1-83549-001-320241013