About this ebook
In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing.
The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.
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About the author
Tanusree Dutta is Assistant Professor at Indian Institute of Management, Ranchi, India. She holds a PhD from the Indian Institute of Technology, Kharagpur.
Manas Kumar Mandal is presently serving as the Distinguished Visiting Professor of Psychology, Indian Institute of Technology, Kharagpur. Prior to this, he was a Distinguished Scientist and Director General–Life Sciences at Defence Research and Development Organization, New Delhi.
