Neurosm: Demystifying Cognitive Neuroscience Capability for Social Marketing

  • Manish Panchasara Research Scholar, Institute of Management Studies, DAVV, Khandwa Road, Indore, Madhya Pradesh
  • Vivek Sharma Institute of Management Studies, DAVV, Khandwa Road, Indore, Madhya Pradesh
  • Ritu Joshi Professor and Head, Institute of Management Studies, SAGE University, Kailod Kartal, Rau Byepass, Indore, Madhya Pradesh
Keywords: Neuromarketing, NeuroSM, Neuroscience, Social marketing, and Social Behaviour


Purpose - This paper evaluates the call for widening neuro-science thinking by carving out neuro-social marketing (NeuroSM).

Design/methodology/approach – A conceptual framework – neuro social marketing is presented and discussed within the context of neuro-science.

Findings- The research conceptually analysis the transgressions of the bounds of sense that are integral to the theories of mind inspired by neuroscience. The current study focuses on the context that if the social is ubiquitous, then we come across the problem of including all the aspects of cognition as social or if it is special then why, what and how?

Practical Implications - The research adds to the scholarly literature by providing the different notions around the definitions of neuro social marketing, comprehensions of brain along with the techniques and ethical issues that holds a serious concern in the field of neuro-science.  

Originality/value - Within the ambit of neuro-social science and neuro marketing, neuro-social marketing aims at making a significant contribution to the literature of social marketing, and hoping that this new field will stimulate the transformation of neuroscience research and thus conceptualize the foundations for improving theoretical development.


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