Decoding Consumer Desires Through Neuromarketing in the Digital Age

• Author(s): Dr. Saba Inamdar ; Medha A Iyer ; Moksha Bafna
• Paper ID: 1708277
• Page: 190-198
• Published Date: 06-05-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 8 Issue 11 May-2025

Abstract

In the digital age, understanding consumer desires has become more complex due to the vast amount of data and rapidly evolving technology. This research explores neuromarketing techniques to decode consumer preferences, focusing on the application of neuroscience-driven insights to refine marketing strategies. By reviewing existing literature, the paper examines technologies such as brain imaging, biometric tracking, and eye-tracking are being utilized to understand emotional responses, decision-making processes, and subconscious behavior in digital environments. The study highlights the potential of neuromarketing to enhance customer engagement, personalize experiences, and improve brand loyalty by aligning marketing efforts with deeper, data-driven consumer insights. The findings underscore the growing significance of incorporating neuroscientific approaches into digital marketing strategies to stay competitive in an ever-evolving market.

Keywords

Biometric tracking; Consumer behavior; Digital marketing; Neuromarketing; Personalization

Citations

IRE Journals:
Dr. Saba Inamdar , Medha A Iyer , Moksha Bafna "Decoding Consumer Desires Through Neuromarketing in the Digital Age" Iconic Research And Engineering Journals Volume 8 Issue 11 2025 Page 190-198

IEEE:
Dr. Saba Inamdar , Medha A Iyer , Moksha Bafna "Decoding Consumer Desires Through Neuromarketing in the Digital Age" Iconic Research And Engineering Journals, 8(11)