THE ROLE OF NEUROMARKETING IN CONSUMER BEHAVIOR ANALYSIS

Abstract

Neuromarketing combines neuroscience and marketing to explore the subconscious processes influencing consumer decisions. By utilizing techniques such as brain imaging, eye tracking, and biometric measurements, neuromarketing provides deeper insights into how consumers perceive, process, and respond to marketing stimuli. This approach transcends traditional methods by uncovering emotional and cognitive reactions that often remain hidden in self-reported data. Understanding these neural responses helps businesses tailor their strategies more effectively, enhancing customer engagement and optimizing product design and advertising. This paper examines the methodologies, applications, and ethical considerations of neuromarketing, highlighting its growing significance in consumer behavior analysis and decision-making processes.