Biomarketing: Human Body As Marketing Engine

Abstract

Marketers have long tried to understand the consumer behaviour through various physical and emotional attributes. It moved from a basic gender & age to Neuromarketing. This paper studies the impact of biological diversification for a marketer. A human body can be treated as unique marketing powerhouse with each part (Internal, External & Sensory) acting in cohort with each other. This research uniquely looks at the impact of other body organs & chemicals on consumer behaviour. One of the major contributor to customer emotions & reaction is Endocrine response system which has been discussed in detail in this article through impact on decision making for following hormones: Adrenaline, Cortisol, Dopamine, Melatonin, Oxytocin & Serotonin.The cognitive decision making is also affected by respiratory & breathing pattern as well as food habits which has been discussed in this article.
Through the theory deduction based on multi disciplinary research, the author suggest that Biomarketing is the future, wherein every part of the body act as a marketing engine, impacting or manipulating consumer behaviour. The study proposes a triangular system of thinking with Emotion as the third pillar with interdependent relationships with Cognitive & reflex actions.

SUMMARY STATEMENT OF CONTRIBUTION

By eliciting insights from recent biological developments and Neuromarketing concepts, this research expands the scope of purchase behaviour response from being limited to the brain (SNS & PSNS) to getting impacted by hormones & nervous system present in other parts of the body. This paper uniquely focuses on consumer behaviour and emotional response due to external stimuli on body systems, hormones, & organs outside of the brain; thus theorizing human body as a Biomarketing engine.

Keywords: Consumer Behaviour, Decision making, Biomarketing, Emotions, Reflex, Cognitive