American International Journal of Research and Innovation

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Neuromarketing and the Evolution of Consumer Decision Research

Author(s) Thorsten Möll
Country United States
Abstract The study of consumer decision-making has evolved significantly with the advancement of psychological, technological, and neuroscientific approaches. Traditional consumer research primarily focused on observable behaviours, attitudes, and self-reported preferences; however, these approaches often provided limited understanding of the unconscious processes influencing purchasing decisions. Neuromarketing has emerged as an interdisciplinary research field combining neuroscience, psychology, marketing, and behavioural science to examine how consumers respond to brands, advertisements, products, and experiences at cognitive and emotional levels.This study explores the evolution of consumer decision research through the perspective of neuromarketing and analyses how neuroscientific approaches contribute to a deeper understanding of consumer behaviour.
A simulation-based analytical framework was developed to examine the influence of neuromarketing dimensions, including emotional engagement, attention response, memory activation, and purchase intention. The study evaluates how these factors contribute to improved understanding of consumer decision processes.The findings indicate that neuromarketing approaches provide valuable insights beyond conventional research techniques by identifying hidden cognitive and emotional responses. The analysis suggests that integrating neuroscientific methods with traditional consumer research can improve marketing effectiveness, personalization strategies, and consumer engagement. The study contributes to contemporary marketing literature by presenting an analytical perspective on the role of neuroscience in transforming consumer decision research.
Keywords Neuromarketing, Consumer Decision Making, Neuroscience, Consumer Behaviour, Emotional Response, Marketing Research, Cognitive Psychology
Field Engineering
Published In Volume 2, Issue 4, July-August 2020
Published On 2020-07-19
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