The idea that consumers are rational decision makers, who carefully consider options when making a decision about a certain phenomenon, will soon phase out! Believe it or not. In a bid to better understand the consumer, a myriad of economists still waste their precious time on “not-so-deep”...

Although it is still controversial, neuromarketing remains the most promising area of marketing. Basically, the goal of neuromarketing is to study how human brain is affected by marketing stimuli. In neuromarketing, brain activity can be monitored and measured using state-of-the-art neuroimaging...

Businesses to survive, always strive to better themselves through continuously keeping up with trends and continuously improving processes. Understanding the consumer is becoming more difficult now due to the increase in customer numbers, products, competitors and shorter reaction time. Since...