Neuromarketing in Neuroscience: The Case of Eye-tracking Technology (ET)

Authors

รศ.ดร.ดนยพฤทธ์ ไกรฤทธิ์

Published

ประชุมวิชาการระดับนานาชาติ “NIDA International Business Conference 2019 – Transforming Business to the Future”

Abstract

In recent years, researchers have increasingly used a multidisciplinary approach in their
scientific development, which has led to new insights and discoveries (Javor, Koller, & Lee,
2013). The use of neuroscientific methods has gained prominence in various marketing
applications and has contributed to greater understanding of human behavior. According to
Martinez (2011), neuromarketing (NM) is the result of the integration of three different
disciplines:
 Neurology: focuses on the study of the human brain;
Cognitive psychology: studies the relationship between mind and human behavior;
 Marketing: the discipline responsible for developing new, profitable products and
services to meet the needs of consumers.
NM focuses on researching and understanding consumer behavior through studies of the
Central and Peripheral Nervous System. NM researchers measure people’s responses to
marketing stimuli. The development of this field depends on the progress of several fields of
study: neuroscience, applied physics, and computer science (Bercea, 2013).
According to Calvert and Brammer (2012), NM is the application of cognitive neuroscientific
tools in marketing in order to measure the unconscious responses of consumers. NM is being
integrated more and more into traditional market research, incorporating information derived
from traditional, explicit tools with new ideas to reveal how consumers really feel.
Therefore, NM is being used to study consumer behavior and purchase decision processes
(Glimcher, Camerer, Fehr, & Poldrack, 2009) to better understand the effect that
psychological phenomena and emotions have on purchasing decisions and to provide a more
comprehensive service in assessing the effectiveness of marketing phenomena, such as
advertising, the competition over consumer attention, and the insertion of products (Reimann
et al., 2011). NM is a tool that is potentially useful for the development of more effective
strategies and action plans for brands, and corresponding business plans (Martinez, 2011).

Neuromarketing in Neuroscience: The Case of Eye-tracking Technology (ET). สถาบันบัณฑิตพัฒนบริหารศาสตร์ , งานประชุมวิชาการระดับนานาชาติ “NIDA International Business Conference 2019 – Transforming Business to the Future” (358-367).