Consumer behaviour through neuromarketing approach

• Main Authors: Alsharif, Ahmed H., Md. Salleh, Nor Zafir, Baharun, Rohaizat, Yusoff, Mohd. Effandi
• Format: Article
• Language: English
• Published: Society Of Business And Management 2021
• Subjects: HB615-715 Entrepreneurship. Risk and uncertainty. Property
• Online Access: http://eprints.utm.my/id/eprint/96838/1/RohaizatBaharun2021_ConsumerBehaviourThroughNeuromarketingApproach.pdf; http://eprints.utm.my/id/eprint/96838/; https://www.cibgp.com/article_10755.html

The advance of neuroscience allowed neuromarketing to use neuroimaging tools, whether for marketing purposes or to study people's daily behaviour. As the main contribution, this review shows how to effectively employ neuroscience tools to understand an individual’s decision-making processes eff...