The impact of neuromarketing on consumer behaviour

Abstract

One of the biggest interests for companies in today’s market is considered consumer preference, why they make the choice of one product over another. The main aim of this study is to analyse the impact of neuromarketing in the process of identifying the preferences and needs of consumers. Neuromarketing tools provide insights into measuring the effectiveness of advertising campaigns in making an impact on the consumers in online retailing (Singh, 2020). In this study, neuromarketing has been analyzed, understanding the structure of the brain and its functions, the importance of perception, as well as consumer behavior during the purchasing process. In general, it is assumed that these choices are developed in a logical way, selecting the option that represents the greatest utility (Blazquez-Resino, Gutierrez-Broncano, & Gołąb-Andrzejak, 2020). The method used for primary data collection is the questionnaire, which addresses elements that are important in choosing a product for a customer. This study concludes that neuromarketing contributes to the discovery of consumer preferences thus helping companies to be closer and meet the needs of consumers. The recommendation of this paper is to use neuromarketing in identifying customer preferences

Neuromarketing and consumer behavior: A bibliometric analysis

“…Product packaging and product labeling are significant marketing components since they provide valuable information related to the product (Russo et al, 2021). In consonance with past studies, for example, Ismajli et al (2022) suggesting the color of the packaging has a strong influence on the final buying decision, we…”

“…Product packaging and product labeling are significant marketing components since they provide valuable information related to the product (Russo et al, 2021). In consonance with past studies, for example, Ismajli et al (2022) suggesting the color of the packaging has a strong influence on the final buying decision, we propose that the neuromarketing approach may be applied to examine the factors that can help to enhance the effectiveness of product packaging and labeling. For instance, eye‐tracking technology can help future researchers find the impact of the ‘origin of product’ in the products' labeling.…”

Revolutionizing Hospitality: Strategic Integration of Innovation Management Embracing Technological Innovation for Enhanced Customer Experiences

“…Morin (2011) is the reference source. Research has demonstrated that neuromarketing plays a significant role in identifying consumer preferences, enhancing companies' ability to cater to consumer needs more efficiently (Ismajli et al, 2022). Moreover, using neuromarketing tools in hospitality and tourism research is valuable for comprehending consumer behavior and improving customer experiences (Boz & Koc, 2022).…”

Harnessing Neuromarketing Techniques to Enhance Brand Engagement

“…Behavioural techniques involve the analysis of consumers' behaviours and actions when purchasing, and their interactions with products and brands (Ismajli et al, 2022). These techniques are used to uncover consumers' decision-making or preferences.…”