An Overview to Neuromarketing Research Methods

Urszula Garczarek-Bąk

Abstract

Neuroscience research methods provide a deeper understanding of the cognitive processes and underlying mechanisms that help explain consumer behaviors. The human brain that controls intelligence, senses, body movements and behavior is the most complex organ and the place where emotions are generated and controlled (Abhang, Gawali, Mehrotra, 2016). It yields two kinds of signals that scientist has exploited “to get a better look at what is going on under the hood” (Genco, Pohlmann, Steidl, 2013). Namely, the first is blood flow in the brain, and the second – the electrical activity in the brain. Although both have produced robust bodies of research, they are not without controversies as emerging fields. What is clear, however, is that understanding what is happening in the neuromarketing techniques is essential for anyone who believes that marketers can change the probability of a favorable response from consumers (as a valid measure of consumers’ attitude towards products, packaging, design, price, promotion, etc.), more accurate that self-reports. Therefore, the aim of this systematic review is to summarize the techniques, contributions and limitations of the main neuromarketing measures.