Mindful Campaigns, Happy Communities: Exploring the application of Neuromarketing in Societal Marketing Communication

Abstract

Neuromarketing is a market research method that utilizes the measurement of neurological and physiological signals to comprehend customers' decisions, motivations, and preferences. These decisions may lead to societal consequences, thus necessitating careful examination. Moreover, little is known about how the experts utilized Neuromarketing to assist governments and businesses during the pandemic. Therefore, this study aims to uncover how neuromarketing as a strategic tool assisted both brands and governments during and beyond the pandemic. To accomplish this, the study conducts comprehensive interviews with neuromarketing experts. The interview transcripts are then subjected to thematic analysis. The findings from the thematic analysis reveal the transformative role of neuromarketing in adaptive marketing strategies, crisis communication and public engagement.