Ananna Biswas
ABSTRACT
Neuromarketing has opened a new door in marketing research understanding behavioral economics with the help of Neuroscience. Over the past decade, Neuroscientists, Psychiatrists, Engineers, and Market-researchers have conducted several groundbreaking studies aiming to understand consumers’ motivations, preferences, and decisions. However, these studies and practices are mainly based on developed countries. In this study, we outline the opportunities, real-life applications, future scenarios and shed light on the challenges faced by the researchers, marketers, and policymakers in developing countries including Bangladesh. Moreover, we have focused on the significant brain lobe involving neuromarketing research with the explanation of current technologies used in this area. We have concluded with some feasible recommendations to continue and sustain the growth of the neuromarketing field in developing countries. We expect that this study will give the directions on the inauguration of neuromarketing research in developing countries like Bangladesh that will help technologists, researchers, and marketers understand the advantages, challenges, and state-of-art of neuromarketing research.
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Index Terms
- An Overview of Neuromarketing Research in Developing Countries: Prospects and Challenges
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