Redefining Consumer Engagement in Virtual Spaces

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Author(s): Manpreet Arora (HPKVBS, School of Commerce and Management Studies, Central University of HP, India)
Copyright: 2025
Pages: 16
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.ch017

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

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Abstract

This perspective explores the integration of neuromarketing and the metaverse in understanding and influencing consumer behavior. Neuromarketing combines neuroscience and marketing to gain insights into subconscious consumer reactions, which can be analyzed in real-time within virtual environments using technologies like VR and AR. The metaverse offers opportunities for personalized marketing, emotional engagement, and enhanced product testing, while also posing challenges such as cognitive overload and ethical concerns related to data privacy. By leveraging neuromarketing in the metaverse, brands can create immersive and emotionally resonant experiences, ultimately driving consumer loyalty and sales.

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Redefining Consumer Engagement in Virtual Spaces

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