EXPLORING THE ROLE OF NEUROMARKETING IN CONSUMER DECISION-MAKING

Archana Dwivedi; Vaibhav Sharma

doi:10.29121/shodhkosh.v5.i7.2024.2443

Authors

Dr Archana Dwivedi Assistant Professor,IPS Academy Indore
Dr. Vaibhav Sharma Assistant Professor,IPS Academy Indore

DOI:

https://doi.org/10.29121/shodhkosh.v5.i7.2024.2443

Abstract [English]

This research delves into the emerging field of neuromarketing, examining its role in understanding consumer decision-making processes. Neuromarketing integrates neuroscience principles with marketing strategies to uncover the subconscious factors that influence consumer behavior. Through techniques such as brain imaging technologies, biometric measurements, and implicit association tests, marketers can gain insights into the emotional and cognitive processes that drive purchasing decisions. This study highlights the significance of emotional engagement, memory recall, and decision fatigue in shaping consumer choices. By exploring how emotional connections enhance brand loyalty and the role of memory in brand preference, the research underscores the importance of crafting effective marketing campaigns that resonate with consumers on a deeper level. The findings address the challenges posed by decision fatigue in today’s complex marketplace, emphasizing the need for simplified choices to facilitate consumer decision-making. This research aims to provide a comprehensive understanding of how neuromarketing can inform marketing strategies, fostering more meaningful connections between brands and consumers while promoting ethical considerations in the application of neuroscience in marketing practices.

References

Nilashi, M., Yadegaridehkordi, E., Samad, S., Mardani, A., Ahani, A., Aljojo, N., ... & Tajuddin, T. (2020). Decision to adopt neuromarketing techniques for sustainable product marketing: a fuzzy decision-making approach. Symmetry, 12(2), 305. DOI: https://doi.org/10.3390/sym12020305

Kiran, J. S., & Prabhakar, R. (2021). Neuromarketing in consumer decision making process: Developments and directions for future research. Empirical Economics Letters, 20(2).

Pop, N. A., Iorga, A. M., & Pelau, C. (2013, September). Using neuromarketing studies to explore emotional intelligence-as a key to the buying decision process. In Proceedings of the European Conference on Knowledge Management, ECKM (Kaunas) (pp. 1-8). ECKM Kaunas.

Devaru, S. D. B. (2018). Significance of neuromarketing on consumer buying behavior. International Journal of Technical Research & Science, 3(3), 114-121. DOI: https://doi.org/10.30780/IJTRS.V3.I3.2018.015

Chandwaskar, P. (2019). A Review on: Neuromarketing as an emerging field in consumer research.

Singh, S. (2020). Impact of neuromarketing applications on consumers. Journal of Business and Management, 26(2), 33-52. DOI: https://doi.org/10.1504/JBM.2020.141282

Arora, H., & Jain, P. (2020). Neuromarketing: a tool to understand consumer psychology. Psychology and Education, 57(9), 3754-3762.

Gurgu, E., Gurgu, I. A., & Tonis, R. B. M. (2020). Neuromarketing for a better understanding of consumer needs and emotions. Independent Journal of Management & Production, 11(1), 208-235. DOI: https://doi.org/10.14807/ijmp.v11i1.993

Pluta-Olearnik, M., & Szulga, P. (2022). The importance of emotions in consumer purchase decisions—A neuromarketing approach. Marketing of Scientific and Research Organizations, 44(2), 87-104. DOI: https://doi.org/10.2478/minib-2022-0010

Gill, R., & Singh, J. (2022). A study of neuromarketing techniques for proposing cost effective information driven framework for decision making. Materials Today: Proceedings, 49, 2969-2981. DOI: https://doi.org/10.1016/j.matpr.2020.08.730

Frederick, D. P. (2022). Recent trends in neuro marketing–An exploratory study. International Journal of Case Studies in Business, IT, and Education (IJCSBE), 6(1), 38-60. DOI: https://doi.org/10.47992/IJCSBE.2581.6942.0148

Sebastian, V. (2014). New directions in understanding the decision-making process: neuroeconomics and neuromarketing. Procedia-Social and Behavioral Sciences, 127, 758-762. DOI: https://doi.org/10.1016/j.sbspro.2014.03.350

ALSHARIF, A. H., SALLEH, N. Z. M., Baharun, R. O. H. A. I. Z. A. T., & YUSOFF, M. E. (2021). Consumer behaviour through neuromarketing approach. The journal of contemporary issues in business and government, 27(3), 344-354. DOI: https://doi.org/10.47750/cibg.2021.27.03.048

Parchure, N. P., Parchure, S. N., & Bora, B. (2020, November). Role of neuromarketing in enhancing consumer behaviour. In AIP Conference Proceedings (Vol. 2273, No. 1). AIP Publishing. DOI: https://doi.org/10.1063/5.0024517

Ismajli, A., Ziberi, B., & Metushi, A. (2022). The impact of neuromarketing on consumer behaviour. Corporate Governance and Organizational Behavior Review, 6(2), 95-103. DOI: https://doi.org/10.22495/cgobrv6i2p9

Agarwal, S., & Dutta, T. (2015). Neuromarketing and consumer neuroscience: current understanding and the way forward. Decision, 42(4), 457-462. DOI: https://doi.org/10.1007/s40622-015-0113-1

Jain, A., & Kumar, P. (2022). A Study And Exploration Of Impact Of Neuromarketing On Consumer Buying Behaviour. Journal of Namibian Studies: History Politics Culture, 32, 64-78.

Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). To better understand the role of emotional processes in decision-making. International Journal of Academic Research in Economics and Management Sciences, 10(2), 49-67. DOI: https://doi.org/10.6007/IJAREMS/v10-i2/9883

Kurtoglu, A. L., & Ferman, A. M. (2020). An exploratory research among fashion business leaders and neuromarketing company executives on the perception of applied neuromarketing. Journal of Management Marketing and Logistics, 7(2), 72-80. DOI: https://doi.org/10.17261/Pressacademia.2020.1225

Yarosh, O. B., Kalkova, N. N., & Reutov, V. E. (2021). Customer emotions when making an online purchase decision: Results of neuromarketing experiments. Управленец, 12(4), 42-58. DOI: https://doi.org/10.29141/2218-5003-2021-12-4-4