Analysis of Neuromarketing Techniques Current State in Arab Markets: Case study of two Arab companies

Abstract

This study aims to examine the extent of the adoption of neuro-marketing techniques in Arab markets, using the descriptive–analytical methodology supplemented by a case study of two Arab companies. The study reveals several key findings, most notably the limited diffusion of these techniques across Arab markets, despite the presence of leading Arab companies such as 4SIGHT and Ensignagency, which employ neuromarketing tools including functional magnetic resonance imaging (fMRI) and eye-tracking technologies