Neuromarketing is the neurological study of a persons mental state and reactions while being exposed to marketing messages. It is based on the fact that emotions play a larger role in consumer decision-making than rational decision-making. Today, neuromarketing is a new form of market research, with its basis in neuroscience. This has led companies to seek help from research institutes to understand consumer preferences. Neuromarketing, though new, will provide an insight into the modern customers mind.
ABOUT THE AUTHOR Nasreen Taher
Nasreen Taher holds a Masters degree in Business Management and a Postgraduate Diploma in Print and Broadcast Journalism. Prior to joining Icfai, she was associated with various national dailies and a business magazine as an Editor. Several of her short stories have been published in women’s magazines, and a few of these have received meritorious recognition. She has written a large number of original articles and book reviews which have been featured in various publications. At present, as a consulting editor, she has been actively involved in research, and editing of publications at the Center for Business Research, Icfai Business School, Bangalore.
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