An Integrated Fuzzy Decision Framework for Neuromarketing Technology Selection Problem

Companies that want to increase profitability try to have a deeper understanding of consumers’ complex purchasing habits. This complexity has forced academics and companies to seek ways beyond traditional marketing research methods. Neuroscience, together with developing medical technologies, reveals new, evolving and synthesized findings about the functioning of the human brain. This finding, which emerges with technological developments, helps consumers to investigate how consumers react consciously and subconsciously to brands, advertisements and products. Neuromarketing can offer complementary alternatives to researchers in areas that traditional marketing methods cannot account for. This study introduces a 2-tuple linguistic representation modeling based fuzzy multi-criteria decision making (MCDM) framework to determine the best performing neuromarketing technology. The proposed decision framework identifies the most suitable neuromarketing technology while enabling experts to cope with the information loss problem.