Arts , Humanities & Social Science

Abstract

Understanding consumer behavior involves exploring complex neurobiological and psychological processes. Neuromarketing, an interdisciplinary field combining neuroscience, psychology, and business, provides insights into subconscious factors driving consumer decisions. This paper investigates how emotions, reward systems, and cognitive biases shape consumer behavior and discusses neuromarketing techniques such as eye-tracking, functional Magnetic Resonance Imaging (fMRI), and Electroencephalography (EEG). It includes real-world case studies of Coca-Cola’s emotional branding strategy and Amazon’s eye-tracking utilization to demonstrate practical applications and measurable outcomes. Additionally, this analysis integrates findings from various scholarly sources to illustrate the profound influence neuromarketing has in enabling businesses to craft more effective and targeted marketing strategies, enhance consumer engagement, and maximize profitability.