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Editor’s Note

Dear Reader,

Neuromarketing is a branch of neuroeconomics that deals
with the analysis of economically relevant behavior from
the consumer's point of view and makes use of
neuroscientific methods. As the word suggests,
neuroscience is applied to marketing and advertising,
allowing companies to measure customer engagement,
consumer behavior, and consumer decision-making
processes through science.

Neuroscientific research can also help marketers craft an
effective marketing strategy by helping them accurately
assess their consumer base’s response to branding,
demographics, advertising, and pricing. Not to mention
that consumer neuroscience eliminates some of the
obstacles of traditional consumer research, like bias.
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Scientific research methodologies used are e.g., brain (complimentary)
imaging and tracking of physiological responses like eye
movement, facial expressions, and heart rate, all of which
are used to measure a customer’s engagement and
emotional responses.

Enjoy reading more about” Neuromarketing and Predictive
Analytics” in Asian eMarketing.

Best regards,

Daniela La Marca, Connect
Editor-in-Chief, Asian eMarketing
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