The impact of neuromarketing tools on traditional marketing inputs in order to complete understanding of consumer behavior online

Abstract

In this research we will show a new method of marketing called neuromarketing, a combination of neuroscience results collected and used in marketing, the research question focuses on whether neuromarketing was an entry point for explaining and defining human behavior, or is a sophisticated case of traditional marketing to understand consumer behavior in order to discover the desired purchase button in consumers' brains. The purpose of this research is to assess the impact of neuromarketing tools on traditional marketing inputs, although no neuromarketing study is available with a detailed overview of the impact of neuromarketing on traditional marketing inputs, taking into account technical and ethical problems as well. The  increasing use of neuromarketing techniques to assess customer preferences and decision- making processes is an advantage for customers and marketers simultaneously. Functional MRI  is among the most appropriate techniques in neuroscience mentioned in neuromarketing. However, critics emphasize restricting the free will of the consumer and its low ability to make individual decisions in purchasing behavior due to the implementation of neuromarketing. After evaluating external reactions, input models, outputs, and internal reactions to analyze brain activities, the research assesses the impact of neuromarketing on different related marketing inputs, consistent with consideration of its ethical defense. Eighteen donor participants were used for screening and are students who graduated from primary school in business administration. The results indicate that neuromarketing has a significant impact on consumer  purchasing behavior, advertising, pricing, product distribution, trademarks, and decision- making as marketing inputs. Neuromarketing can therefore be counted as a great extension in  the search for human behavior and the brain as a black box that can positively contribute to its practical viability.