First Impression: January 2023

A Multidisciplinary Approach to Growth and Development

ISBN : 978-81-959870-8-5

Rs. 650/- ( $18 )

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 Table of Contents

Preface
Acknowledgement
Table of Content
VI - VII

Title of the chapter

AN ECONOMIC ANALYSIS OF CONSUMPTION AND SAVING Page No
PATTERN IN RURAL HOUSEHOLDS

Dr. Muniraju M and Vishala M. S

55-65
FINANCE, PROFIT AND LOSS IN BHABANI BHATTACHARYA’S SO
MANY HUNGERS!
67 – 92
Ms Hemangi Nana Saindane

GREEN ECONOMY: NEED FOR NEW SUSTAINABLE ECONOMICS

L. Meghana and Suneetha Esampalli 93 – 99

AN ANALYSIS OF SATISFACTION LEVEL OF SOCIAL MEDIA USAGE

WITH RESPECT TO DEMOGRAPHICS OF RESPONDENTS

Dr. Ritu Sehgal 100 – 109

POSITIVE IMPACT OF LOCK DOWN DUE TO PANDEMIC COVID-19

ON DIGITALISATION IN INDIA
110 – 121
Prakash Bhausaheb Kamble

122 – 130

CORPORATE SOCIAL RESPONSIBILITY AND BUSINESS AND HUMAN 131 - 144

RIGHTS: TWO FACETS OF CORPORATE GOVERNANCE

Ms. Honey Sharma

NEUROMARKETING AND ITS PERTINENCE IN CONSUMER 145 - 161

BEHAVIOUR: AN INDIAN PERSPECTIVE
Surbhi Naruka and Supreet Oberoi

II
NEUROMARKETING AND ITS PERTINENCE IN CONSUMER BEHAVIOUR:
AN INDIAN PERSPECTIVE

Surbhi Naruka1 and Supreet Oberoi2

1
Assistant Professor, Agrawal PG College, Jaipur
2
Assistant Professor, RIIM, Pune

ABSTRACT
The main objective of this article is to briefly discuss the evolution of neuromarketing
and its applicability in consumer behavior, utilizing diverse neuromarketing
technologies like fMRI, EEG, and MEG. This chapter offers recommendations for
integrating neuromarketing into various organizational functions, such as brand
management, adverts, connectivity, product design, and decision-making, utilizing data
mining, machine intelligence, online networks, advanced analytics, satellite
communications, virtual reality and augmented worlds. This research article describes
the prospects of neuromarketing utilizing the most current technological
advancement to understand the client thought in order to quickly develop various
neurostrategy for the organisation.

1. INTRODUCTION
Academic circles are embracing the idea that "the mind is exactly what the brain does,"
particularly in the popular field of neuroscience. The usual methods for forecasting
people's behavior are not particularly reliable, so researchers are looking beyond them
for new and better approaches. The results of neuroscientific research have met this
demand. It is based on the hypothesis that the superior center of a brain works as the
hub of human behavior, which is a complicated task with a neurological foundation.

Francis Crick, a Nobel Prize winner, referred to neuromarketing as the ‘astounding

hypothesis, which holds that all human feelings, thoughts, and behavior patterns
awareness itself—are merely the product of brain activity’. The introduction of
neuroscience and cognitive science to marketing is known as neuromarketing. The
discipline of marketing has recently been introduced to neuromarketing, which aids in
consumer behavior research and helps marketers develop better marketing tactics,