02108nas a2200289   4500008004100000022001400041245008100055210006900136260004200205300001000247490000600257520126700263653001601530653002501546653002401571653002101595653000901616653001701625653001901642100001901661700002201680700001901702700002101721700002001742700002001762856003601782       2012                        eng d  a1927-032100aNeuromarketing: Understanding Customers' Subconscious Responses to Marketing0 aNeuromarketing Understanding Customers Subconscious Responses to  aOttawabTalent First Networkc12/2012  a12-210 v23 aThis article presents neuromarketing as a way to detect brain activation during customer engagement. Neuromarketing is a field of marketing research that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. We established a Virtual Customer Journey model based on the consultative selling process to study customer engagement by using brain scans. Consultative selling suggests that a customer’s shopping experience is managed by the salesperson’s behaviour and in-store marketing assets, and that the customer gets engaged step by step. A total of 16 test subjects were shown video clips and still pictures from a consultative sales process at Nokia’s flagship stores, and their brain activity was scanned. The results show that test subjects were able to associate themselves with people and events on the video and they felt safe and comfortable during the consultative selling process. The study implies that laboratories can build virtual environments that resemble real shopping environments where customers can participate in the buying process and respond to events displayed on the screen, and that neuroimaging is useful in providing valuable information on customer behaviour that is not achievable otherwise.10abrain scans10aconsultative selling10acustomer engagement10acustomer journey10afMRI10aneuroimaging10aneuromarketing1 aSuomala, Jyrki1 aPalokangas, Lauri1 aLeminen, Seppo1 aWesterlund, Mika1 aHeinonen, Jarmo1 aNumminen, Jussi  uhttp://timreview.ca/article/634