Behaviour Examining Sensorimotor and Affective Responses to Marketing Stimuli Through Neuropsychology

Author:

Shukla Rishi Prakash1ORCID,Taneja Sanjay2ORCID,Gundawar Prashant S.3,Jain Ravi Kumar4ORCID,Shukla Priya5

Affiliation:

1. Jaipuria Institute of Management, Jaipur, India

2. Graphic Era University, India

3. Sasmira Group, India

4. Sparsh Global Business School, India

5. Independent Researcher, India

Abstract

Neuromarketing integrates neuroscience, psychology, and marketing to explore consumers' subconscious and emotional reactions to marketing stimuli. This interdisciplinary approach utilizes advanced neuroimaging and psychophysiological techniques to provide deeper insights into consumer behavior. The research employs a comprehensive literature review and bibliometric analysis, revealing significant trends, gaps, and advancements in the field. The findings underscore the importance of integrating neuromarketing into advertising practices to create more compelling campaigns that resonate with consumers' subconscious motivations. The study also highlights the evolution of neuromarketing technologies and methodologies, emphasizing their practical applications in branding, pricing, advertising, packaging, and decision-making. By addressing research gaps and considering cultural and individual differences, this research contributes to both theoretical knowledge and practical marketing strategies, offering actionable insights for developing effective and engaging marketing campaigns.

Publisher

IGI Global

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