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Focussed Session in IEEE APSCON 2026| 25th February, 2026
About
The Cognitive Science for Marketing and Behavior Analysis (CSMBA 2026) focus session aims to explore how human sensing and data analytics can be leveraged to detect, interpret, and respond to human behavior—enabling smarter, evidence-driven marketing strategies and deeper insights into customers’ motivations, preferences, and decisions.
The Cognitive Science for Marketing and Behavior Analysis (CSMBA 2026) focus session aims to explore how human sensing and data analytics can be leveraged to detect, interpret, and respond to human behavior—enabling smarter, evidence-driven marketing strategies and deeper insights into customers’ motivations, preferences, and decisions.
In today’s dynamic market landscape, creative advertising, product development, pricing, and customer engagement all benefit from a deeper understanding of human cognition and emotion.
In today’s dynamic market landscape, creative advertising, product development, pricing, and customer engagement all benefit from a deeper understanding of human cognition and emotion.
Traditional marketing strategies, grounded in the 7Ps — Product, Price, Place, Promotion, People (or Positioning), Process, and Physical Evidence (or Packaging) — have long relied on surveys, interviews, and focus groups to measure effectiveness. However, such methods are often subjective, biased, and unable to capture unconscious decision-making processes. They typically assess consumer responses before or after an experience rather than during it.
Traditional marketing strategies, grounded in the 7Ps — Product, Price, Place, Promotion, People (or Positioning), Process, and Physical Evidence (or Packaging) — have long relied on surveys, interviews, and focus groups to measure effectiveness. However, such methods are often subjective, biased, and unable to capture unconscious decision-making processes. They typically assess consumer responses before or after an experience rather than during it.
Neuroscience-based approaches offer a powerful alternative. Studies have shown that much of human decision-making is emotional, impulsive, and unconscious, rather than purely rational. By integrating neuroscientific insights into marketing, brands can make smarter decisions based on how the brain truly reacts—not merely on what people report.
Neuroscience-based approaches offer a powerful alternative. Studies have shown that much of human decision-making is emotional, impulsive, and unconscious, rather than purely rational. By integrating neuroscientific insights into marketing, brands can make smarter decisions based on how the brain truly reacts—not merely on what people report.
Modern human-sensing technologies such as EEG, fMRI, eye-tracking, computer vision, and physiological signals (e.g., GSR and heart rate variability) are now being applied to:
Modern human-sensing technologies such as EEG, fMRI, eye-tracking, computer vision, and physiological signals (e.g., GSR and heart rate variability) are now being applied to:
- Understand consumer behavior and emotional engagement
- Optimize product design and packaging
- Develop personalized marketing strategies
- Enhance customer experiences
Through this session, we invite researchers and practitioners to present their innovative work applying human sensing, cognitive science, and AI-based analytics to address challenges in marketing and advertising. Join us in shaping the next generation of cognitive science–driven marketing research.
Through this session, we invite researchers and practitioners to present their innovative work applying human sensing, cognitive science, and AI-based analytics to address challenges in marketing and advertising. Join us in shaping the next generation of cognitive science–driven marketing research.
Decoding Consumer Minds through Data, AI, and Neuroscience.
The Speakers (Tentative)
The Speakers (Tentative)
Dr. Dhurjati Majumdar is an accomplished researcher and educator specializing in neuromarketing and human behavior analysis. With extensive experience in research and innovation, he bridges the gap between neuroscience, design, and consumer insights. Currently serving as Adjunct Professor at the Department of Design, Netaji Subhas University of Technology, Delhi, he focuses on exploring how brain and behavioral sciences can transform marketing strategies and product experiences.
Arpan Kumar Kar (Ph.D.) is Professor and ASG Endowed Chair in Information Systems at IIT Delhi. His research explores adoption and user experience of emerging ICTs using machine learning and mixed methods. He has over 100 publications, 25,000+ citations, and an H-index above 65. He serves as Associate Editor for leading journals and was the founding Editor-in-Chief of IJIM Data Insights (2020–2024). He has received 20+ awards from global organizations including IFIP, Clarivate, AIS, and ACM.
The Venue
The Venue
Vivanta New Delhi, Dwarka
Vivanta New Delhi, Dwarka
Sector 21 Metro Station Complex, New Delhi, India, 110075
This Vivanta Hotel in New Delhi is where bold meets effortlessly. Designed for highfliers who move fast and live largely, it’s the perfect mix of space, speed and relaxation. Just a quick zip from IGI Airport and, steps from the metro, you’re plugged into the pulse of the city from the moment you land.
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