Neuromarketing employs cognitive-behavioral science and technologies like fMRI, EEG, eye tracking and biometrics to study consumer brain responses and behavior in response to marketing stimuli. Learning and memory affect buying behavior, with learning being the acquisition of new knowledge and skills, and memory being the expression of what was learned. Intertemporal choice in marketing examines how consumers weigh smaller, sooner rewards versus larger, later rewards and tend to prefer the former.

1. Dr.Shilpa.V
@GITAM
Neuro Marketing
University

2. Neuromarketing
• Neuromarketing employs cognitive-behavioral science
in a market-research setting to assess a consumer’s
response to marketing stimuli.
• Study of how people's brains respond to advertising
and other brand-related messages by scientifically
monitoring brainwave activity, eye tracking and skin
response
• Field of marketing which aims to study brain responses
to various marketing stimuli using technologies
FMRI
Functional magnetic
resonance imaging
EEG
Electro
Encephalogram
Eye
Tracking
Facial
coding
Biometrics

3. Science
Theory
Marketing
tools &
techniques

4. Learning and memory

5. • Memory affects our buying behavior.
• Learning and memory are closely related concepts.
• Learning is the acquisition of skill or knowledge, while
memory is the expression of what you've acquired.
• Another difference is the speed with which the two
things happen.
• If you acquire the new skill or knowledge slowly and
laboriously, that's learning.
Learning and memory

8. Valuation

9. Inter-temporal choice
• Intertemporal choice involves deciding
between smaller, sooner and larger, later
rewards.

10. People tend to prefer
smaller rewards that
are available earlier to
larger rewards
available later, a
phenomenon referred
to as temporal or delay
discounting.

12. Self-control
The capacity to resist temptations,
especially those relevant to
impulsive purchases and other
expenditures that are likely to be
regretted later on.

14. Program designed to increase customer
engagement and purchases in exchange for
discounts and other benefits.

16. Reinforcement learning
• Used in marketing to optimize various aspects of
customer engagement and marketing strategies. It
uses learning algorithms to predict and improve
marketing performance by enabling more
personalized, targeted, and effective customer
engagement strategies.
Personalization Pricing Ad targeting
Customer
journey
optimization

17. Reinforcement
learning in
marketing
Ad Spend
Optimization
Customer
Analytics
Digital
Marketing
Factorization
Marketing
Campaigns
Optimization
Predictive
Analytics
Retail
Marketing
Targeted
Campaigns

18. • Desire or craving for a particular product or service.
• The concept of wanting is closely related to the
broader field of consumer motivation
• Seeks to understand
the underlying
psychological and
behavioral factors
that drive consumers
to make purchasing
decisions.
Wanting

19. Neuro-ethics.
• Explores the ethical implications of advances in
neuroscience, including our understanding of the brain
and its functions, the development of brain-imaging
technologies, and the use of brain stimulation and
other interventions.
Privacy and
confidentiality
Informed
consent
Enhancement
Free will and
responsibility
Neurodiversity
Manipulation
and coercion
• It helps to ensure that the development and use of neuroscientific
methods are guided by ethical principles and that potential risks and
benefits are carefully considered and weighed.