THE IMPACT OF NEUROMARKETING ON CONSUMER BEHAVIOR AND DECISION-MAKING

Abstract

Neuromarketing, an interdisciplinary field combining neuroscience, psychology, and marketing, has revolutionized how businesses understand consumer behavior and decision-making. By leveraging neuroimaging techniques such as fMRI (functional Magnetic Resonance Imaging) and EEG (Electroencephalography), companies can analyze subconscious reactions to advertisements, branding, and product placements. These insights enable marketers to craft more effective strategies that appeal directly to consumers’ emotions and cognitive processes. The study explores how neuromarketing influences purchasing decisions, enhances brand engagement, and strengthens customer loyalty. Ethical considerations, including consumer privacy, informed consent, and the potential for manipulation, are also discussed. The findings highlight that while neuromarketing offers significant advantages in predicting consumer preferences, responsible implementation is crucial to maintaining consumer trust. As neuromarketing continues to evolve, it is expected to reshape traditional marketing paradigms, offering data-driven strategies that optimize marketing effectiveness and consumer satisfaction.