Neuromarketing in Malaysia: Challenges, limitations, and solutions

• Main Authors: Alsharif, Ahmed H., Md. Salleh, Nor Zafir, Baharun, Rohaizat, Abuhassna, Hassan, Alsharif, Yahia H.
• Format: Conference or Workshop Item
• Published: 2022
• Subjects: HB Economic Theory
• Online Access: http://eprints.utm.my/id/eprint/97477/; http://dx.doi.org/10.1109/DASA54658.2022.9765010
• Institution: Universiti Teknologi Malaysia

Neuromarketing has induced great interest in academia and professionals due to the benefits of this field in providing more accurate information about consumers' unconscious/subconscious responses, which is beyond traditional marketing methods such as questionnaires to improve marketing theory...