M. Chithiraiselvan

The Neuromarketing Landscape in India: A Theoretical Review of Evolution, Methodologies and Ethical Frontiers

R. Saravanan & M. Chithiraiselvan · Journal of Education, Society and Behavioural Science · 2026

Neuromarketing is fostering interdisciplinary research by integrating the fields of neuroscience, cognitive science, and psychology to uncover consumer decision-making in terms of brand recall, intention, loyalty, and consumer behaviour. It measures the consumer responses beyond...

Open access Research Article 10.9734/jesbs/2026/v39i11460

Awareness Level of Female College Students on Entrepreneurial Skills in Pollachi: An Exploratory Study

R. Saravanan, M. Chithiraiselvan, A. Ajay & R. Mahalakshmi · Journal of Education, Society and Behavioural Science · 2025

Entrepreneurship is a globally recognised catalyst for innovation, economic development, and job creation. In India, cultivating entrepreneurial skills among college students is a vital strategy for achieving economic self-reliance. Despite the governments and institutions’ effor...

Open access Research Article 10.9734/jesbs/2025/v38i41416