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Role of Neuromarketing in Modern Consumer Behavior: Systematic Literature Review
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Author(s): Vineeta Agrawal (JSPM University, India), Vaishali Nikalje (JSPM University, India), Shikha Sharma (Vivekanada Institute of Professional Studies, Delhi, India)and Piali Haldar (Brainware University, Kolkata, India)
Copyright: 2025
Pages: 24
Source title:
Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch008
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Abstract
This systematic literature review explores neuromarketing's role in understanding consumer behavior by employing neuroscience techniques like fMRI, EEG, eye-tracking, and physiological measurements. These tools uncover subconscious processes influencing decision-making, brand loyalty, and advertising effectiveness. Over the past two decades, neuromarketing has illuminated the neural mechanisms behind consumer behavior, emphasizing the interaction between emotional and rational factors. Key findings suggest that neuromarketing provides deeper insights into consumer decisions by analyzing emotional and cognitive drivers. Familiar brands activate brain regions associated with positive emotions, fostering loyalty, while emotionally resonant ads enhance recall and purchase intentions. Neuromarketing also highlights that psychological factors, such as perceived fairness and brand reputation, impact price perception. However, ethical concerns, including privacy risks and manipulation potential, underscore the need for guidelines and further research on long-term effects.
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