Abstract: Traditional methods of marketing (via focus groups, market research organisations and so on) have numerous limitations; these are mainly related to the degree of subjectivity of consumer responses, which often prevents measurement of the effects of marketing communication on them. The objective of this chapter is to highlight the influence that a new line of marketing—neuromarketing—has on consumer decisions, allowing managers to directly understand the thoughts, emotions and intentions of consumers. Going beyond a description of the concep...
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Topics: 
Marketing
Advertising