From Brain to Cart: Unpacking The Emotional Drivers of Neuromarketing And Consumer Behavior

Abstract

Neuromarketing is a groundbreaking combination of marketing and neuroscience that explores the complexities of the human brain to provide a previously unheard-of understanding of consumer behavior. Cutting-edge technology like EEG, fMRI, and eye tracking are used in this multidisciplinary discipline to depict the emotions, subconscious reactions, and decision-making processes that influence consumer behavior. Beyond conventional marketing tactics, neuromarketing reveals the hidden triggers that impact consumer decisions by analysing how brain activity reacts to branding, ads, and product design. The deep influence of emotional drivers of neuromarketing on consumer behavior is examined in this study, along with how it aids in the creation of more individualized, convincing, and successful marketing efforts. In the end, this study emphasizes how crucial it is to comprehend how the brain functions during the consumer buying journey and how neuromarketing has the ability to change consumer behavior.