Exploring Neuromarketing’s Influence on Buying Behaviour: A Quantitative Approach
DOI:
https://doi.org/10.48047/fk38nz95Keywords:
Neuromarketing, Consumer Behavior, Emotional Appeals, Visual Stimuli, Purchase Intent, Advertising Psychology, Marketing Strategies, Decision-Making, Consumer Engagement, Neuroscience in MarketingAbstract
This study investigates the impact of neuromarketing techniques on consumer buying behavior
using a quantitative approach. It examines how emotional appeals, visual stimuli, and
neurological responses shape purchasing decisions in comparison to traditional marketing
methods. Findings indicate that visual stimuli exert the strongest influence on consumer behavior,
followed by emotional appeals. Correlation analysis reveals a weak yet statistically significant
relationship between emotional responses and purchase intent. ANOVA results further validate
the role of emotional engagement in shaping consumer behavior. Cluster analysis categorizes
consumers into three distinct groups: Moderate Believers, Skeptics, and Strong Believers,
reflecting varying levels of responsiveness to neuromarketing techniques. The study concludes
that leveraging neuromarketing strategies can enhance consumer engagement and drive
purchasing decisions, emphasizing the need for marketers to integrate neuroscience-based
insights into advertising practices.
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