ABSTRACT
Neuromarketing has reached a promising stage worldwide, but in India it has crossed its embryonic stage and has started spreading its wings to take flight. Neuromarketing is taking its shape via consulting and neuromarketing companies in India like Terragni Consulting, CBC marketing research, Neurons Inc. Every customer is different, both nationally and internationally. Identifying, addressing and accommodating these differences are an integral part of marketing strategy. A deviation from the traditional use of neuroscience in marketing which involves designing effective advertisement, product design, product display etc. was the use of a central measure named implicit association test to design effective anti-smoking messages. Eye tracking has been used by marketers to determine the effectiveness of their advertisement. Maughan (2009) noted that in the Sunsilk shampoo advertisement the models engaged the viewer by looking directly at them. But the product failed to catch the interest of the viewers.
