Neuromarketing in India: understanding the Indian consumer
Publication details: Routledge, 2018 Oxon:Description: viii, 77p. ; hb. ; 22cmISBN:- 9780367437329
- 658.83420954 DUT
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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IIT Gandhinagar | General | 658.83420954 DUT (Browse shelf(Opens below)) | 1 | Available | 030698 |
Includes index and references
How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India.
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