Neuromarketing: Unveiling the Neural Pathways Behind Consumer Behaviour and Decision-Making

Abstract

This study examines how neuromarketing—an emerging intersection of neuroscience and consumer behaviour—shapes purchasing decisions, emotional engagement, and brand recall. Traditional marketing methods often fail to capture subconscious drivers of behaviour, whereas neuromarketing employs tools such as eye-tracking, biometric analysis, and emotional response measurement to understand the implicit processes influencing consumer choices. Using a mixed-methods research design, this study integrates survey responses from 118 consumers with three neuromarketing experiments focused on visual attention, emotional advertising, and colour psychology. Findings reveal that emotional advertisements significantly enhance brand recall and purchase intent, with a strong positive correlation (r = 0.71) between emotional engagement and buying behaviour. Visual elements, including colour and imagery, were found to elevate attention retention and trust, with blue perceived as the most trustworthy brand colour and green linked to affordability. The study also highlights the role of neuromarketing in driving impulse purchases through subconscious triggers such as limited-time offers and high-quality visuals. Despite its effectiveness, ethical concerns emerged, particularly regarding manipulation and consumer unawareness. The paper concludes that neuromarketing offers powerful strategic value for marketers but must be implemented transparently and responsibly to maintain consumer trust.

Keywords: Neuromarketing, Consumer Behaviour, Emotional Advertising, Brand Recall, Colour, Psychology

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