Neuromarketing – The Art and Science of Marketing and Neurosciences Enabled by IoT Technologies
studying
consumers'
sensorimotor, cognitive, and
affective response to marketing
stimuli.
Neuromarketing
is
increasingly becoming a very
useful tool in the field of
marketing science in its ability to
understand consumer sentiment.
While neuromarketing does not
explicitly expose all the reactions
of a consumer to a marketer
(Illustration B), the use of human
body language and non-verbal
cues can reveal a lot. Supported
and enabled by IoT technologies,
Illustration A: Neuro Linguistic Programming Eye Accessing Cues
Neuromarketing is redefining the
(Graphic courtesy narcicu.blogspot.com)
way
retailers
market
to
external human behaviors. 3 It was
consumers and understand their needs and
discovered for example that automatic,
desires, and how best to efficiently evolve
unconscious eye movements, or "eye
their retail operations and capture market
accessing cues," are often accompanied by a
share.
particular thought processes, and indicate
the access and use of a particular part of the
brain. (See Illustration A). NLP provides us an
understanding and harnessing of internal
(self)
and
external
(outside
self)
communications to trigger emotion and
influence behavioral change – the Promised
Land for marketers. NLP principles also set
the stage for the creation of neuromarketing
and provides an opportunity to deliver more
effective and automated outcomes when
combined with Internet of Things (IoT)
technologies.
Neuromarketing first introduced in the early
2000s, is a field that applies the principles of
neuroscience to marketing research by
Illustration B: Body Language in Action
3
Neuro-Linguistic Programming: A Tool for Developing Behavioral Skills and Competencies, The IUP Journal of Soft Skills, Vol. VI,
No. 1, March 2012
IIC Journal of Innovation
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