Neuroscience Meets Marketing: What is Neuromarketing?

Technological developments have brought about the emergence of new techniques and ways of doing business in the field of marketing, as in many other fields. One of the areas where the effects of technology are seen is undoubtedly marketing activities. One of the many innovations, such as the use of artificial intelligence and the inclusion of developing and changing mass media in the processes, is the application of neuroscience in marketing activities.

The area of expertise where neuroscience is combined with marketing activities is called neuromarketing. It includes a series of important practices in understanding and analyzing consumer behavior and taking initiatives that will be beneficial to marketing activities. In neuromarketing, measurements are made using three basic parameters: attention, emotional commitment, and retention. Its main purpose is to understand and predict consumer behavior.

Marketing activities include a process that begins before the creation of products and services and continues after purchase. Neuroscience is used in these processes, especially in the detection of purchasing activities or trends. The association of neuroscience and marketing, which started with the use of functional magnetic resonance imaging (fMRI) in marketing research by a professor from Harvard University for the first time in the second half of the 1990s, is today referred to as neuromarketing.

There are main methods used in neuromarketing such as PET, fMRI, EEG, EyeTraking, SSPT, MEG, TMS, facial expression identification, implicit association test, and skin conductivity test. In these methods, various data are accessed for scanning and detecting neural data and for use in marketing activities.

It is known that neuroscience is used in various sub-fields such as increasing advertising efficiency in marketing, creating brand loyalty in consumers, designing products or services, product development, and pricing.

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