Advances in neuromarketing and improved understanding of consumer behaviour: analysing tool possibilities and research trends

• Published in: Cogent business & management Vol. 11; no. 1
• Main Authors: Bhardwaj, Seema, Thapa, Surya Bahadur, Gandhi, Aradhana
• Format: Journal Article
• Language: English
• Published: Abingdon Cogent 31.12.2024; Taylor & Francis Ltd; Taylor & Francis Group
• Subjects: Behavioral Neuroscience; Bibliometrics; Business, Management and Accounting; cognition; Cognitive Psychology; Consumer behavior; consumer behaviour; decision-making; Kaouther Kooli, Bournemouth University, United Kingdom of Great Britain and Northern Ireland; neuromarketing; neuroscientific tools; psychology; Trends

Neuromarketing, an emerging subject and generating diverse body of knowledge in the extant literature, this study aims to present qualitative and quantitative knowledge of the neuroscientific domain by analysing the application of various neuromarketing tools and techniques in conducting the researc...