Decoding Neurotic Stimulations Via Application of Neuromarketing & Bio-Imaging Techniques

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Salil Seth
Mrinal Kanti Mahato


Medical practitioners have been trying hard to decode neurotic stimulations in human brains after being exposed to certain non-biological stimuli. The instigation of these neurons cascades a series of chemical reactions that trigger emotions & mould psychology in consumer-centric biological patterns. These patterns are of utility to marketers as well. Marketers have advocated the inclusion of consumer psychology and the instigation of emotions for accentuating purchase intent. This consumer behaviour-based approach of luring the customers and subsequently slating them in the direction of positive consumer decision-making has gained paramount significance in the bio-imaging assisted marketing current scenario. However, the contemporary competitive weapon named neuromarketing augments the implementation and evaluation of consumer- behaviour-centric marketing approaches with scientific and biological backup. These psycho-physiological changes can yield insight into the hidden mechanism behind consumer decision-making. Neuromarketing is a tool that holds promise to discern these neuron-mediated psycho-physiological changes through various techniques like EEG, fMRI, skin conductance etc. This conceptual paper employs exploratory research design to create a nexus between bio-imaging techniques & tools of neuromarketing so that the marketing efforts put in by organizations get a scientific justification. Conceptual framework analysis based on points of parity observed in the filtered literature has been qualitatively used to draw inferences. The paper heralds promise not only to the neuro-scientists, product designers and point-of-purchase administrators but also to the marketers who are collectively craving for rapid implementation of neuromarketing so that maximum mileage can be drawn by the business organizations who are putting enormous inputs in reaching the consumer minds.

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Seth, S. ., & Kanti Mahato, M. . (2023). Decoding Neurotic Stimulations Via Application of Neuromarketing & Bio-Imaging Techniques. Journal of Coastal Life Medicine, 11(1), 437–446. Retrieved from


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