Author(s)

Qianmin Li

Corresponding Author

Qianmin Li

Abstract

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.

Keywords

Neuromarketing, Consumer neuroscience