fMRI, EEG, and Eye Tracking

This chapter investigates the developing topic of neuromarketing and its possible impact on consumer purchasing decisions. Neuromarketing integrates neuroscience, psychology, and marketing to better understand consumer decision-making. This chapter explores neuromarketing techniques like FMRI, EEG, and Eye tracking and how they reveal subconscious elements that impact consumer behavior. This chapter raises ethical questions about neuromarketing, specifically the manipulation of customer behavior. It indicates that neuromarketing has the potential to transform how marketers understand and affect consumer behavior. Neuromarketing has the ability to transform how organizations understand and interact with customers. Keywords: Neuromarketing, FMRI, EEG, Eye Tracking, Marketing, Consumer Buying Behaviour