Neuromarketing and Consumer Decision-Making: Insights into Emotional, Cognitive, and Behavioural Responses

Abstract

The aim of this research is to investigate the impact of neuromarketing on consumer decision-making, considering emotional, cognitive, and behavioral aspects. This study tests whether there is any correlation between neuromarketing-related emotional cues and brand perception, customer satisfaction, and purchase intention.

Design/Methodology/Approach

A quantitative approach with questionnaire design is recommended. The model consists of the Neuromarketing-Based Emotional Cues (NEC) as the independent variable, Brand Perception (BP) and Customer Satisfaction (CS) as mediating variables, and Purchase Intention (PI) as the dependent variable. For the demonstration of statistical procedures, an illustrative sample of 200 respondents is used. The numerical results are just illustrative for manuscript preparation and should be substituted by actual field data when submitting the paper empirically.

Findings

Based on the illustrative analysis, positive and statistically significant correlations between the variables were found. Emotional cues have positive correlations with brand perception and customer satisfaction, while brand perception and customer satisfaction are positively correlated with purchase intention. Regression and mediation results exemplify how emotional and cognitive processes could be studied in the context of consumer decision making.

Originality/Value

This study combines emotional, cognitive, and behavioral aspects into a simple neuromarketing-oriented framework. Moreover, this study explicitly considers questionnaire-based consumer response from one side and neurological or physiological measurements from the other side.