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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM64942
Volume:
10 |
6 |
Jun 2026
Pages:
1-9
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Management
Chameli Devi Institute of Professional Studies
Neuromarketing has emerged as an interdisciplinary field that combines insights from neuroscience, psychology, and marketing to better understand consumer behavior and decision-making processes. Traditional consumer behavior models have primarily focused on rational decision-making mechanisms, often overlooking the subconscious cognitive and emotional processes that significantly influence purchasing behavior. Recent advances in neuromarketing have demonstrated that consumers frequently make decisions based on emotional responses, sensory perceptions, memory associations, and unconscious cognitive processes. Despite the growing body of literature in this area, existing studies remain fragmented, with limited efforts to integrate the various dimensions of neuromarketing into a comprehensive conceptual framework. This paper develops an integrative conceptual framework that explains how neuromarketing stimuli influence consumer decision-making through cognitive and emotional responses. Drawing upon the Stimulus-Organism-Response (SOR) model, Dual Process Theory, and consumer decision-making literature, the proposed framework identifies visual stimuli, emotional appeals, sensory stimuli, and brand-related cues as key antecedents that shape consumer attention, memory, emotional engagement, trust, and cognitive processing. These internal responses subsequently influence purchase intentions, brand preferences, and consumer decisions, ultimately affecting long-term outcomes such as customer loyalty and brand advocacy. The study contributes to the literature by synthesizing multidisciplinary perspectives and proposing a unified framework that can guide future empirical investigations.
KEYWORDS
Neuromarketing has emerged as an important field that combines neuroscience, psychology, and marketing to understand consumer behavior more effectively. Traditional approaches often assume that consumers make rational decisions; however, growing evidence suggests that emotions, attention, memory, and subconscious processes significantly influence purchasing behavior. This paper developed an integrative conceptual framework that explains how neuromarketing stimuli affect consumer decision-making. The framework identifies visual, emotional, sensory, and brand-related stimuli as important factors that influence consumer cognitive and emotional responses. These responses subsequently affect purchase intentions, consumer decisions, and long-term outcomes such as loyalty and repeat purchases. The study contributes to the literature by integrating multiple theoretical perspectives into a unified framework. It also provides practical guidance for marketers seeking to design more effective and ethical marketing strategies. Finally, the framework offers a foundation for future research and encourages further exploration of the relationship between neuromarketing and consumer behavior in different contexts.
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Publication Date
6/14/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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