Neuromarketing and Consumer Decision-Making: An fMRI Study
Clicks: 5
ID: 283923
2025
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This
article has not been analysed, so there is no overall score —
reader engagement is measured and shown alongside.
Reader Engagement
Steady Performance
1.2
/100
5 views
1 readers
AI Quality Assessment
Not analyzed
Readership in this journal
SteadyRanked #39 of 70 articles by views in International Journal of Integrated Research and Practice
Most read
Least read
Bar heights use a square-root scale.
Mint this article as an NFT
Not yet mintedCreate a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.
5
SUSD
one-off · no wallet required
Abstract
The recent development of neuroscience is used as an alternative to self-report tools in understanding consumer behaviour, which are usually limited to bias and lack of consciousness regarding the inner mind. This paper examines how functional magnetic resonance imaging (fMRI) can be utilized in the field of neuromarketing to gain more insight into the mental processes in the minds of consumers when making a decision. The study examines brain functional activity in relation to product evaluation/perception, brand preference, and future action to purchase, paying specific focus to the areas of the brain concerning reward processing, emotional reaction, and cognitive control. The participants were subject to a controlled experimental design: they were displayed a range of product advertisements and branding cues at the same time as being put through an fMRI scan. The neural activation patterns were also analysed in terms of finding out by how much the processes of emotions and those of rationality interact when making a purchasing decision. The results reveal an increased brain activity in the ventromedial prefrontal cortex and the nucleus accumbens when participants were exposed to objects that they preferred choosing, which demonstrates the effectiveness of affective and reward networks in the process of shaping preferences among consumers. More importantly, there was greater engagement of higher-order cognitive processes during trade-offs and deliberation by greater activation of the dorsolateral prefrontal cortex. These findings strengthen the opinion that consumer decision-making cannot be considered as totally rational or emotional, rather it is a combination of both spheres. This research has the implication to marketing planning, innovative marketing and marketing ethics of application of neuromarketing tools. This study reduces uncertainty about the neural correlates of purchasing behavior by providing empirical evidence of its neural correlates, thus furthering our knowledge regarding the nature of consumer psychology and displaying the value of fMRI in informing a data-driven marketing practice in the digital era.
| Reference Key |
imported_1760529453_68ef8c2d917cf
Use this key to autocite in the manuscript while using
SciMatic Manuscript Manager or Thesis Manager
|
|---|---|
| Authors | Dr. Aarti Tushar More |
| Journal | International Journal of Integrated Research and Practice |
| Year | 2025 |
| DOI |
10.25215/31075037.053
|
| URL | |
| Keywords | Keywords not found |
Citations
No citations found. To add a citation, contact the admin at info@scimatic.org
Comments
No comments yet. Be the first to comment on this article.