The Effect of Neuromarketing on Consumer Behavior

Abstract

Neuromarketing, as a branch of marketing research, deals with the integration of neuroscience techniques, aiming to analyze the complex purchasing behavior of people in general. Representing a fusion between the study of consumer behavior and neuroscience, neuromarketing offers a modern alternative to traditional marketing research methods. The effect that various campaigns, brands and forms of promotion have on us, from a subjective and emotional perspective, is investigated by assessing the attention and enthusiasm that consumers have towards a brand or an item. This research aims to examine the subject using the methods and techniques specific to neuromarketing. CZU: 338.48:366.1; JEL: M30, M31, M39