Neuromarketing in the Digital Age: Understanding Consumer Behavior Through Brain-Computer Interfaces

Abstract

In the rapidly evolving digital economy, understanding consumer behavior has become more critical than ever. Neuromarketing, an interdisciplinary field combining neuroscience, psychology, and marketing, has gained prominence for its ability to uncover subconscious consumer preferences. With the advent of Brain-Computer Interfaces (BCIs), researchers and marketers are now equipped to directly interpret neural responses to digital stimuli, enabling a more precise and personalized understanding of consumer decision-making processes. This paper explores the integration of BCIs in neuromarketing within the digital age, highlighting their role in decoding emotional engagement, attention span, and purchase intent. It also discusses ethical considerations, technological limitations, and future opportunities in using neurotechnological tools to influence marketing strategies. By evaluating recent advancements and empirical findings, this study aims to offer a comprehensive overview of how BCIs are reshaping the digital marketing landscape and consumer-brand interaction paradigms.