Identifying a Network Model to Attract Actual Customers through Neuromarketing: A Comparative Study of Insurance and Mushroom Industries

The primary purpose of this study is to identify a network model to attract actual customers through neuromarketing and compare the insurance and mushroom industries.

The method of study is a descriptive survey. the statistical sample was 9 experts in neuroscience, marketing, insurance, and the mushroom industry selected by Judgmental sampling. The method of analysis is Multiple Attribute Decision Making. Data were collected by the library-questionnaire method. fuzzy Delphi was used to screen, FUZZY DEMATEL to determine the effect of factors, fuzzy network analysis to prioritize dimensions in Excel, and super decision.

Dimensions of neuromarketing were identified in 3 dimensions (physiological, personality, and social dimension) and 8 sub-criteria. In the insurance industry, the social dimension of the product (weight: 0.319) with the fulfillment of commitments (weight: 0.074), and in the mushroom industry, the physiological dimension of the product (weight: 0.346) with visual and auditory stimuli (weight: 0.0658) are the most effective dimension of neuromarketing in attracting actual customers.

In the insurance industry attention to intangible dimensions, like trust, has a greater role in attracting actual customers. In the mushroom industry, the physiological dimension and visual-auditory senses, which have a tangible nature, have an important role in attracting actual customers. This may be due to brain processes in dealing with tangible and intangible stimuli taken from senses that need to be monitored in specific brain areas using MRI and fMRI.