The use of neuroscience in marketing behavior

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Published ID: IJNRD2504243

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Ashutosh kumar, Rahul Narware, Abhishek Sharma, Md Auz Haider Siddique

Neuromarketing - New realm of marketing wherein neuroscience is applied to comprehend consumer emotions or behaviours and their decisions. Using brain-imaging methods such as EEG and fMRI to read the results of advertisement, product, or branding on people. Consumer Behaviour - This study is about how a person takes a decision to buy something considering his psychological, social, and emotional factors. Neuroscience will reveal the subconscious influences over these choices, benefiting marketing action. EEG (Electroencephalography) - Brain scanning technique for measuring the electrical activities of the brain. In marketing, EEG is used as a tool for emotion tracking towards ads, brands, and experience by consumers. fMRI (Functional Magnetic Resonance Imaging) - The neuroimaging method that detects action in the brain by measuring levels of blood flow. This will add to marketers' knowledge on which region of the brain activates when interacting with a brand and the appeal of a product. Eye-Tracking Technology – It tracks the duration and parts of an advertisement, a website, or a product package on which a person looks. This further optimizes the visual design for a better consumer experience. Emotional Marketing - Emotional strategies target to establish deeper emotional ties toward a brand. Neuromarketing research indicates that engagement of emotion in the communication improves recall and affects purchasing behaviour. Brand Loyalty - This refers to the buyer's tendency to repeat purchases or engagements with a brand repeatedly. Neuroscience paves the way in identifying the respective brain areas that correlate with loyalty, channelling efforts into creating strategies to enhance customer retention. Visual Attention - The visual attention in marketing materials captures particular aspects of marketing stimuli. Eye-tracking and brain imaging studies allow marketers to define which images, colours, or designs best capture consumer interest. Consumer Decision Making - It is a cognitive process whereby a consumer chooses either a product or a service. Neuromarketing deals with the way in which subconscious brain activity, emotions, and psychological biases affect such decisions. Neural Responses - In term of marketing stimuli, it can be thought of as the brain's response to ads, packaging, or product experiences. Knowing what stimulus produces a reaction will help brands make more persuasive and emotionally engaging campaigns. Subliminal Messaging - These are techniques in marketing that subtly manipulate the behaviour of consumers without the awareness of such an individual. However, anyone overstepping that moral-ethical boundary and using neuroscience to manipulate decisions will be probably treading on the ethically dubious territory. Neuro-Targeting - Creating personalized marketing campaigns at a high-level using details and values of neuroscientific forms; interestingly, revelations of a firm's attempt or study into the brain responses of its consumers can direct a consumer into a brand using- tailored ad and at the moment for the highest possible engagement. Cognitive Processing - The literal translation of the term is how the brain interprets and uses marketing messages. While studying cognitive processing, it involves the making of brands clearer and more compelling in their advertisements. Advertising Strategy - The techniques of creating advertisements that are successful in catching eyeballs and triggering actions in consumers. Refining those strategies can, therefore, be done with neuromarketing. Product Experience - Consists of the subjective emotional and cognitive response of a user of a product. Neuroscience helps the company investigate salient features that affect the user positively and elicit satisfaction. Emotional engagement - Level of emotional involvement of a consumer regarding a brand or an advertisement. The higher the emotional engagement, the higher is the recall for the brand and the effect on purchase decisions. Marketing Ethics - Encompasses the moral tenets applicable to the various marketing practices, which include using neuroscience. Ethical questions that arise include consumer privacy, manipulation, and the fair implementation of neuromarketing techniques. Consumer Psychology - This is the study of cognitive and emotional processes involved as influencing factors in purchasing behaviour. Neuromarketing, which combines the studies of psychology and neuroscience, aims to expose subconscious consumer preferences. Brand perception - It is used to mean what consumers see and understand through a brand's image, values, and reputation. Neuromarketing, through the use of certain strategic messages, is key for companies that wish to promote positive brand perceptions. Behavioural Insights - data-grounded understandings of what consumers do and how they behave. Neuroscience offers more than an insight into consumer behaviour when interacting with brands or products.

The Integration of neuroscience into marketing, known as neuromarketing, has transformed the understanding of consumer behaviour by exploring the subconscious processes that drive decision-making. This study examines the application of neuroscientific tools such as functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), and eye-tracking to analyse how consumers perceive brands, respond to emotional stimuli, and make purchasing decisions. Key findings reveal that emotionally charged advertisements, personalized marketing, and visual cues significantly influence consumer behaviour, while ethical concerns regarding consumer manipulation and data privacy remain critical challenges. The research highlights the potential of neuromarketing to enhance brand loyalty and advertising effectiveness but underscores the need for ethical guidelines and cultural sensitivity in its application. By bridging neuroscience with traditional marketing strategies, this study aims to provide a deeper understanding of consumer behaviour while addressing the methodological and ethical complexities of neuromarketing.

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Ashutosh kumar, Rahul Narware, Abhishek Sharma, & Md Auz Haider Siddique (April-2025). The use of neuroscience in marketing behavior. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 10(4), c63-c77. https://ijnrd.org/papers/IJNRD2504243.pdf

Volume 10 Issue 4, April-2025

Pages : c63-c77

Paper Reg. ID: IJNRD_305346

Published Paper Id: IJNRD2504243

Research Area: Management All

Author Type: Indian Author

Country: Phagwara, Punjab, India

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