Neuromarketing in India: understanding the Indian consumer

How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance.

Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless.

The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques.

Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain.

Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour.