Neuromarketing and Buyer Decision-Making Processes

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ID: 312570
2023
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Ranked #38 of 48 articles by views in International Journal of Multidisciplinary Research

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Abstract
Neuromarketing, an interdisciplinary field combining neuroscience and marketing, offers unique insights into consumer behavior by exploring how brain responses influence buyer decision-making processes. This study investigates the role of neuromarketing techniques such as EEG, fMRI, and eye-tracking in understanding consumer preferences, emotional engagement, and cognitive load during purchase decisions. Focusing on Pakistani consumers, the paper examines how subconscious stimuli affect buyer choices, integrating psychological and marketing theories with neurophysiological data. Results indicate that emotional and subconscious cues significantly impact decision-making, suggesting practical implications for marketers to tailor campaigns effectively. The study concludes with recommendations for enhancing marketing strategies through neuro-based insights.
Reference Key
imported_1777025333_69eb4135b10b5 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Hassan Raza, Sarah Khan
Journal International Journal of Multidisciplinary Research
Year 2023
DOI
DOI not found
URL
https://theijmr.com/index.php/ijmr/article/view/4
Keywords Keywords not found

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