Evolution of Neuromarketing and Its Applicability in On-Demand App-Based Services in India: A Theoretical Perspective.

Neuromarketing is a multidisciplinary area encompassing seemingly disparate fields of studies like neuroscience, consumer psychology, consumer economics and marketing. Its application sits on the foundation of consumer neuroscience concepts and it relies upon neuroimaging tools and techniques for its application. Neuromarketing goes beyond the research ability to help marketers put into action the insights generated through neuroimaging tools and techniques. This paper explains the foundation of neuromarketing and its areas of application with a focus on new-age on-demand app-based consumer services. The authors point out that existing research under neuromarketing needs a specific case-in-point approach for app-based services due to their inherent difference from traditional products and services. The authors conclude the paper listing the challenges associated with the application of neuromarketing. The authors have relied on an extensive literature study that spans across the fields of neuroscience, neuromarketing, consumer psychology and buying behavior, and on-demand app-based services. This paper would help marketers fathom the applications of neuromarketing in their respective businesses, leading to efficient consumer profiling, which in turn may lead to better returns on their marketing investments. [ABSTRACT FROM AUTHOR]

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