Neuromarketing and Consumer Behaviour

Abstract

Neuromarketing represents a convergence of neuroscience and marketing, offering a deeper understanding of consumer behaviour by examining subconscious processes that traditional methods often overlook. This paper explores the impact of neuromarketing on consumer decision-making, focusing on attention, emotion, and memory as critical drivers of behaviour. It reviews key methodologies such as electroencephalography (EEG), functional magnetic resonance imaging (fMRI), and eye-tracking, while highlighting practical applications in advertising, product design, and pricing strategies. Ethical concerns surrounding manipulation and privacy are also discussed. The findings suggest that neuromarketing provides valuable insights into consumer psychology, but its use must be balanced with transparency and responsibility.