NEUROMARKETING AND CONSUMER PERCEPTION MANAGEMENT
##semicolon##
Key words: neuromarketing, consumer behavior, perception management, neuroimaging, advertising strategies, emotional engagement, decision-making, cognitive triggers, marketing ethics, consumer neuroscience.Abstrak
Abstract: Neuromarketing, an emerging interdisciplinary field combining neuroscience, psychology, and marketing, offers deep insights into consumer behavior by analyzing brain activity and physiological responses. This paper explores the mechanisms by which neuromarketing influences consumer perception, emphasizing how brands can manage and shape consumer experiences through emotional engagement, sensory stimuli, and subconscious decision-making processes. By leveraging neuroimaging tools such as fMRI and EEG, marketers can optimize advertising strategies and product positioning to align more closely with consumer desires and cognitive triggers. The ethical considerations and potential risks associated with this technology are also discussed, particularly regarding privacy and manipulation concerns. Understanding consumer perception through neuromarketing allows businesses to create more personalized and impactful marketing campaigns that resonate with their audience on a deeper, more intrinsic level.
##submission.citations##
1. Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is neuromarketing? The Journal of Consumer Marketing, 24(2), 88-93.
DOI: 10.1108/07363760710745434
2. Camerer, C. F., & Mobbs, D. (2017). Neuroeconomics: How neuroscience can inform economics and marketing. Journal of Marketing Research, 54(1), 1-17.
DOI: 10.1509/jmr.15.0138
3. Morin, C. (2011). Neuromarketing: The new science of consumer behavior. Business Horizons, 54(3), 263-272.
DOI: 10.1016/j.bushor.2011.01.002
4. Fagerström, A., & Ghinea, G. (2013). The role of emotions in advertising and the use of neuromarketing techniques in advertising research. Journal of Advertising Research, 53(3), 264-279.
DOI: 10.2501/JAR-53-3-264-279
5. Plassmann, H., Ramsøy, T. Z., & Milica, M. (2012). Branding the brain: An integrative framework for the neuroscience of brand and branding. Journal of Consumer Psychology, 22(1), 18-24.
DOI: 10.1016/j.jcps.2011.11.001
6. Reimann, M., et al. (2012). What you see is what you get: The influence of visual attention on product choice. Journal of Consumer Research, 39(2), 247-263.
DOI: 10.1086/664962
7. Kahneman, D. (2011). Thinking, Fast and Slow. New York: Farrar, Straus and Giroux.
ISBN: 978-0374533557
8. Ariely, D., & Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in consumer behavior. Nature Reviews Neuroscience, 11(4), 284-292.
DOI: 10.1038/nrn2794
9. Small, D. M., & Zatorre, R. J. (2009). Music and the Brain: The role of the auditory cortex in music perception and enjoyment. The Neuroscientist, 15(4), 430-440.
DOI: 10.1177/1073858409341646
10. Morales, A. C., & Fitzsimons, G. J. (2007). Product attachment and emotional response: A neuroimaging study. Journal of Consumer Research, 34(4), 549-557.
DOI: 10.1086/518533
