The Role of Neuromarketing in Shaping Purchase Decisions: A Brainwave Perspective

The Role of Neuromarketing in Shaping Purchase Decisions: A Brainwave Perspective

1Dr. Mariyappan N, 2 S Maria Prathipa, 3Dr. Geetha C J, 4Dr. Gagana V, 5Dr. M. Salathiyan

1,3,4School of Commerce and Economics, Presidency University, Bangalore, Karnataka, India

2Research Scholar, Department of Commerce, Loyola College, Chennai, Tamilnadu, India

5Assistant Professor, Department of Commerce, Loyola College, Chennai, Tamilnadu, India

Abstract: By examining the unconscious mechanisms that influence purchasing decisions, the interdisciplinary field of neuromarketing—which combines neuroscience and marketing—offers profound insights into consumer behaviour. The purpose of this conceptual paper is to investigate how neuromarketing can be used to comprehend and impact consumer choices, specifically by analysing brainwave patterns. The research conceptualises the relationship between different brainwave activities (such as alpha, beta, theta, and gamma waves) and attention, emotion, memory, and decision-making when exposed to marketing stimuli, drawing on theories from cognitive neuroscience, behavioural psychology, and marketing science. In order to suggest a conceptual framework that connects particular brainwave responses to phases of the consumer decision-making process, the paper synthesises current theoretical viewpoints. The ethical, practical, and strategic ramifications of using neurophysiological data in marketing are further examined. This study adds to the theoretical depth of consumer behaviour models by promoting a brainwave-based viewpoint and creates opportunities for further empirical investigation. The study concludes by making the case that, when used ethically, neuromarketing can improve marketing efficacy and advance knowledge of the neural underpinnings of consumer choices.

Keywords: Neuromarketing, Consumer Decision – Making, Brainwave Analysis, Neurophysiological Response, Conceptual Framework.