ItemBook Chapter

Utilizing brain-computer interfaces for personalized marketing strategies

Title
Utilizing brain-computer interfaces for personalized marketing strategies
Creator
Dwivedi, Nishtha; Narendra Kiran, P.B.; Vemula, Rajesh; Sharma, Monika; Khalaf, Hameed Hassan; Abdulhasan, Maki Mahdi
Description
Through the provision of direct insights into the preferences and emotional responses of consumers, the objective of this research paper is to evaluate the potential for Brain-Computer Interfaces (BCIs) to bring about a change in the approaches of personalized marketing. Brain-computer interfaces, also known as BCIs, are devices that allow for a link to be made between the brain and external equipment. This allows marketers to have access to real-time neurological data that is truly unequalled. In turn, this makes it possible for marketers to develop marketing strategies that are extremely focused on the population that they are trying to reach. The objective of this project is to examine how brain-computer interfaces (BCIs) can be leveraged to evaluate the responses of consumers to advertisements, product designs, and brand messages. To refine their plans, this would make it possible for marketers to make use of subconscious reactions rather than the conventional survey methods. Some significant challenges are also discussed, including the difficulty of decoding brain signals. 2025, IGI Global Scientific Publishing.
Source
Brain-Computer Interfaces and Applications in Business;pp.265-280
Date
01-01-2025
Publisher
IGI Global
Coverage
Dwivedi N., School of Business, Galgotias University, India; Narendra Kiran P.B., Christ University, India; Vemula R., Mittal School of Business, Lovely Professional University, India; Sharma M., Management Department, GLA University, India; Khalaf H.H., Al-Manara College for Medical Sciences, Iraq; Abdulhasan M.M., Department of Technology, Al-Nisour University College, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-833735124-7; 979-833735122-3;
Format
online
Language
English
Type
Book chapter

Citation

Dwivedi, Nishtha; Narendra Kiran, P.B.; Vemula, Rajesh; Sharma, Monika; Khalaf, Hameed Hassan; Abdulhasan, Maki Mahdi, “Utilizing brain-computer interfaces for personalized marketing strategies,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 17, 2026, https://archives.christuniversity.in/items/show/24815.

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