A Non-scientist Guide to the Neuromarketing Toolkit

Neuromarketing uses advanced technologies to measure involuntary human response, like this acquiring a purer idea of what the customer will prefer. Through majoring brain region activity, it is possible for even non-scientists to use neuromarketing tools. Six commonly used technologies are helpful to understand the strengths and weaknesses of neuromarketing. These are : Functional magnetic resonance imaging (fMRI) which measures blood oxygenation in the brain; Electroencephalography (EEG) which records changes in brain activity; Function near-infrared spectroscopy ( fNIRS) which uses light that penetrates scalp and brain tissues; Eye-tracking devices which measures consumers visual attention; Skin conductance response (SCR) which captures the changes in skin electrical resistance and lastly Facial affect recording (FAR) which analyses facial muscle configurations. Read More >> 

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