Methods of Neuromarketing and Implication of the Frontal Theta Asymmetry induced due to musical stimulus as choice modeling

摘要

Neuromarketing is a discipline that uses the principles of neuroscience to study the market and consumer behavior to help companies improve the products and services they provide to their customers and help them beat their competitors. Even after a decade of research work and studies, neuromarketing is still in its infant stage. This paper explores various methods opted in neuromarketing and inferred the significant outcome of Frontal Theta Asymmetry during music listening to 41 subjects. Positive emotions (happy) increases theta power in the left the hemisphere, whereas negative emotions (sad) increases power in the right region. The formatted model of frontal theta asymmetry recommended for musical neuromarketing such advertising jingles; other film music launches other multimedia applications where the reduced electrode and computational complexity matter a lot In estimating the emotions evoked due to stimulus.