Benefits and Limitations of Neuromarketing Techniques in Enhancing Marketing Strategies

Abstract

Neuromarketing study is a combination between neuroscience and marketing studies. it is done to get better understanding on consumer behaviors while making purchases. Since the advent of Covid-19 or also known as Coronavirus, eCommerce platforms are widely used by the consumers to purchase goods and services. Various techniques can be used to obtained the brain signals to observe consumers’ emotions. There are two types of neuromarketing approaches which are neuroimaging and non-neuroimaging techniques. The neuroimaging techniques are frequently used by the researchers to study neuromarketing as the results obtained are based on the consumers’ brainwaves and is not biased to any goods or services such the results from surveys, interviews, or other traditional marketing strategies. So, this describes review on previous research which use the neuroimaging techniques to study neuromarketing, especially using electroencephalogram (EEG).