Today, marketers are applying moreand more neurological data in combination with physiological and traditionaldata in order to enhance the branding research (Venkatraman et al.

, 2012),communication and advertising (Fugate, 2007), and lately customer engagementand retention (Boshoff, 2012). However, all the mentioned tools and methodsabove are characterized by some benefits and limitations. The major limitationconsists on the fact that these tools seem to be very costly which means thatonly large organizations can get benefit out of them (Dubois and Isaac, 2011)Neuroscientists and marketers claim that utilizing neurophysiological datacomplement traditional data about customers which is substantial fororganizations because traditional methods have some limitations in some areasthat can be only completed by neurophysiological tools. In other words,neurophysiological data offer more relevant measures and insights regardingcustomers’ emotion and spontaneous responses and behaviors. These resultscannot be reached while using direct questions in traditional tools and methodsand therefore neurophysiological tools can capture more value in terms ofconsumer responses to marketing stimuli excluding interference withconsciousness and rationality (Woodward and Shiv, 2012). In addition to that,neurophysiological tools provide explicit measures of engagement, attention,comprehension, and implicit memory, which are all considered to be apart ofconscious awareness and therefore can never be assessed by using traditionalmethods such as focus group, questionnaire, and surveys…

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Due to these noveltools, organizations can better understand the emotional side of consumers, whichis more related to customer engagement and retention. People do buy specificbrands and products because they feel emotionally connected to them and todaywe can understand the reasons behind their emotions and accordingly we cantailor our products to meet with customers’ expectations and enhance ourcustomers’ loyalty. The greatest contribution of these innovative tools andmethods to the marketing field is the generation of conceptual models ofconsumer behavior that are explicitly originated from the activities of thehuman brain which is a great opportunity to comprehend consumer behavior inorder to enhance our offerings and customer relationships to the extent (Woodwardand Shiv, 2012).

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