Research Paper on Neuromarketing: The Science of Consumer Behavior

Research Paper on Neuromarketing: The Science of Consumer Behavior

Ayush Kumar Gupta

Galgotias University

Abstract
This study explores the intersection of neuroscience and marketing to uncover how consumers emotionally and cognitively respond to marketing stimuli. As traditional market research methods often fail to capture subconscious motivations, neuromarketing leverages tools such as EEG, fMRI, and eye-tracking to gain deeper insights into consumer behavior. The research aimed to evaluate the awareness, emotional impact, and recall effectiveness of advertisements using a mixed-method approach combining surveys and biometric data. Findings indicate a significant correlation between emotional engagement and product recall, with visual and auditory cues playing a key role. These results suggest that integrating neuromarketing tools can enhance marketing strategy and effectiveness. The study concludes with a call for ethical use and broader adoption in global markets.

Keywords
Emotional engagement, brain imaging, consumer decision-making, advertising analysis, biometric research, EEG studies