Harnessing Emotional Engagement for Success

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Author(s): Pooja Mehta (I.K. Gujral Punjab Technical University, India)and Harleen Kaur (JCD Institute of Business Management, India)
Copyright: 2025
Pages: 22
Source title: Neurosensory and Neuromarketing Impacts on Consumer Behavior
Source Author(s)/Editor(s): Reena Malik (Chitkara University, India), Shivani Malhan (Chitkara University, India)and Manpreet Arora (Central University of Himachal Pradesh, India)
DOI: 10.4018/979-8-3693-8222-6.ch004

Keywords: Business Science Reference / Marketing and Consumer Behavior / Medicine & Healthcare / Neuroscience

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Abstract

This chapter delves into the integration of emotional engagement and neuromarketing, which leverages insights from neuroscience to enhance marketing strategies. Emotional engagement is essential for capturing consumer attention and fostering brand loyalty. Neuromarketing employs techniques like EEG, fMRI, and eye-tracking to understand consumer responses at a subconscious level. By examining recent studies and applications, this chapter highlights the effectiveness of neuromarketing in creating emotionally resonant marketing campaigns and discusses future directions and potential ethical considerations.

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