Neuro Marketing: The Science of Consumer Behavior

• Author(s): Nancy Mishra
• Paper ID: 1709173
• Page: 606-611
• Published Date: 13-06-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 8 Issue 12 June-2025

Abstract

This study explores the intersection of neuroscience and marketing to uncover how consumers emotionally and cognitively respond to marketing stimuli. As traditional market research methods often fail to capture subconscious motivations, neuromarketing leverages tools such as EEG, fMRI, and eye-tracking to gain deeper insights into consumer behavior. The research aimed to evaluate the awareness, emotional impact, and recall effectiveness of advertisements using a mixed-method approach combining surveys and biometric data. Findings indicate a significant correlation between emotional engagement and product recall, with visual and auditory cues playing a key role. These results suggest that integrating neuromarketing tools can enhance marketing strategy and effectiveness. The study concludes with a call for ethical use and broader adoption in global markets.

Keywords

Emotional engagement, brain imaging, consumer decision-making, advertising analysis, biometric research, EEG studies

Citations

IRE Journals:
Nancy Mishra "Neuro Marketing: The Science of Consumer Behavior" Iconic Research And Engineering Journals Volume 8 Issue 12 2025 Page 606-611

IEEE:
Nancy Mishra "Neuro Marketing: The Science of Consumer Behavior" Iconic Research And Engineering Journals, 8(12)