Application of Sensory and Neuromarketing to Sustain in Emerging Economies

Title

Application of Sensory and Neuromarketing to Sustain in Emerging Economies

Creator

Jha, Babita; DavDevanesan, Mark; Jha, Deepak; Giri, Pratibha

Description

Neuromarketing involves the application of neuroscience in developing suitable marketing campaigns or messages (Morin, 2011). Neuromarketing involves understanding the schema of associations in the consumer's mind, through which a brand can subconsciously stimulate brand recall and drive purchase behavior (Briesemeister & Selmer, 2022). Use of neuromarketing tools can help build associations based on existing knowledge/ semantic memory or through past experiences/episodic memory (Tulving, 1972). Furthermore, sensory marketing can also create subconscious cues to episodic memory (Krishna, 2012) as sensory cues such as touch, taste, and smell are already encoded in a consumer's long- term memory. In the customer journey driven by traditional marketing messages, decision making is driven by reasoning of known facts, but sensory marketing messages can drive implicit decision making based on impulses (Friese et al., 2006). 2026, IGI Global Scientific Publishing. All rights reserved.

Source

Adapting Global Communication and Marketing Strategies to Generative AI;pp.23-54

Date

01-01-2025

Publisher

IGI Global

Coverage

Jha B., Christ University, India; DavDevanesan M., Christ University, India; Jha D., Christ University, India; Giri P., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-833732504-0; 979-833732502-6;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3373-2502-6.ch002

https://www.scopus.com/pages/publications/105022678738?origin=resultslist