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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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    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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