Harnessing Neuromarketing Techniques to Enhance Brand Engagement
DOI:
https://doi.org/10.57125/FS.2023.12.20.01Keywords:
neuromarketing, brand management, neuroimaging, consumers’ behaviour, ethical considerationsAbstract
Neuromarketing is an interdisciplinary concept that has become a unique phenomenon supplying valuable information about unconscious behaviour to increase the effectiveness of marketing strategies. The article focuses upon the impact of neuromarketing techniques on enhancement of brand management, including their current application, advantages, and ethical concerns. The research objectives are aimed at the analysis of trending neuromarketing techniques; description of benefits of neuromarketing; and outlining of its ethical considerations and threats. The paper presents a mixed-methods study, adopting in-depth interviews to collect marketers’ opinions about the use of neuromarketing techniques in brand management, their advantages and challenges. The data was collected through in-depth interviews conducted in online and in-person modes. We involved 114 representatives of different companies who work in marketing field and apply neuromarketing techniques. The survey was carried out in August-November, 2023. The survey showed that neuromarketing techniques are widely used in brand management for deeper understanding of consumers’ behaviour, optimization product design, or building more effective advertising. The frequency of use depends on the category of neuromarketing techniques since some of them are more applicable in brand management due to lower cost and reduced complexity. Also, we differentiated six groups of integrated neuromarketing techniques. During the survey we found that neuromarketing raises certain ethical considerations and potential threats that we need to address to enhance brand management. The study results enable us to explain practical steps to implement neuromarketing techniques in brand management. The findings may be implied by marketing departments while planning brand campaigns.
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