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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Examining the Intersection of Marketing Research and Neuroscience

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DOI: 10.25236/iceesr.2021.049


Qianmin Li

Corresponding Author

Qianmin Li


Due to the limitation of self-report research methods, the need for methodological innovativeness and development is acknowledged by social science such as marketing research. The emergence of neuromarketing offers a direction in this regard. This paper discusses several popular neuroscientific techniques that have been used by illustrating their functions and features. This paper also demonstrates how they might be employed by and contribute to marketing and consumer research. The author appeals for more future research on neuromarketing as such our extant knowledge about consumer may be extended.


Neuromarketing, Consumer neuroscience