Consumer Neuroscience and its Application in Marketing
M.Raghuvaran1, S. Gomathi2
1M.Raghuvaran,Research Scholar, Vellore Institute of Technology Tamil Nadu India.
2S. Gomathi, Senior Professor, Vellore Institute of Technology Tamil Nadu India.

Manuscript received on November 15, 2019. | Revised Manuscript received on November 23, 2019. | Manuscript published on November 30, 2019. | PP: 1607-1611 | Volume-8 Issue-4, November 2019. | Retrieval Number: C4248098319/2019©BEIESP | DOI: 10.35940/ijrte.C4248.118419

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Abstract: There is a very important difference between “Consumer neuroscience” and “Neuromarketing”. While the first field deals in research on subjects like neuroscience, psychology and marketing; the latter is linked to the functionality of neurophysiological tools, namely eye tracking, skin conductance, electroencephalography (EEG), and functional magnetic resonance imaging (fMRI). Neuromarketing is interested in carrying out market research which is specific to a particular company. This article covers topics like recent methods in neuroscience used by consumer researchers, basic ideas in consumer neuroscience derived on the basis of initial findings. The article also suggests ideas for future research in the field of consumer neuroscience.
Keywords: Consumer Neuroscience, Neuro Marketing, Functional Magnetic Resonance Imaging And Marketing.
Scope of the Article: Marketing and Social Sciences.