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Neuroscience Integration In Marketing: Leveraging Biosensors For Consumer Insights And Enhanced Customer Interactions

Author

Listed:
  • Nicoleta ISAC

    (Istanbul Zaim University, Turkey)

  • Medina JAKUPAJ

    (University of Applied Sciences Upper, Austria)

  • Ava VATANDOOST

    (Istanbul Zaim University, Turkey)

Abstract

This research investigates the potential contributions of neuroscience literature and techniques to marketing management, employing biosensors such as eye-tracking glasses, facial expression analysis, and galvanic skin response (GSR). By leveraging neuroscientific methods to understand consumer reactions to marketing stimuli, marketers can glean valuable insights to enhance their marketing strategies and optimize customer interactions. The study use a qualitative analysis and aims to bridge the gap between consumer neuroscience and traditional marketing practices, utilizing neuromarketing tools to decipher customer behavior.

Suggested Citation

  • Nicoleta ISAC & Medina JAKUPAJ & Ava VATANDOOST, 2024. "Neuroscience Integration In Marketing: Leveraging Biosensors For Consumer Insights And Enhanced Customer Interactions," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 23(2), pages 21-30.
    • Handle: RePEc:pts:journl:y:2024:i:2:p:21-30
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    References listed on IDEAS

    as
    1. Davenport, Thomas H., 2018. "The AI Advantage: How to Put the Artificial Intelligence Revolution to Work," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262039176, December.
    2. Roland T. Rust & Tuck Siong Chung, 2006. "Marketing Models of Service and Relationships," Marketing Science, INFORMS, vol. 25(6), pages 560-580, 11-12.
    3. Lilien, Gary L., 2016. "The B2B Knowledge Gap," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 543-556.
    4. Barış Armutcu & Rasim Zuferi & Ahmet Tan, 2023. "Green product consumption behaviour, green economic growth and sustainable development: unveiling the main determinants," Journal of Enterprising Communities: People and Places in the Global Economy, Emerald Group Publishing Limited, vol. 18(4), pages 798-819, August.
    5. Rust, Roland T., 2020. "The future of marketing," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 15-26.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    neuromarketing; eye-tracking glasses; biosensors; GSR; facial expression.;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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