A Mathematical Approach to Neuromarketing: A Weapon – Target Assignment Model

Abstract

This study developed a nonlinear mathematical optimization model. The aim of the study is to look neuromarketing from a mathematical perspective. The model originates from the wellknown weapon target assignment problem in military operations research. This study proposes that the model can be properly adapted to neuroscience and business applications. The objective of the model is maximizing the total expected satisfaction ratio of people by understanding the functioning of their brain activities under neuroscientific and budget constraints. The recipe is applied to neuromarketing by a hypothetical example which is solved by MS Excel’s Solver.