Authors: Research Scholar Reeta, Assistant Professor Dr Meentu Grover
Abstract: Neuro-marketing has emerged as an interdisciplinary field that integrates marketing, psychology, and neuroscience to understand the cognitive and emotional processes underlying consumer decision-making. The present study empirically examines the influence of key neuro-marketing factors consumer attention, emotional response, memory, sensory appeal, and subconscious influence on consumer behaviour. The study adopts a quantitative research design and considers a sample of 200 respondents. Data are measured using a five-point Likert scale and analyzed through descriptive statistics, Pearson correlation, and multiple regression analysis. The empirical analysis indicates that attention, emotional response, memory, and subconscious influence have positive and significant relationships with consumer behaviour, whereas sensory appeal demonstrates a positive but comparatively weaker influence when other factors are considered simultaneously. The regression model indicates that the selected neuro-marketing factors collectively explain a substantial proportion of the variation in consumer behaviour. Among the factors examined, emotional response emerges as one of the most influential predictors, highlighting the importance of affective engagement in shaping consumer responses. The findings suggest that marketers can improve consumer engagement by designing marketing stimuli that effectively capture attention, generate positive emotions, strengthen brand memory, and influence automatic decision processes. The study contributes to the growing empirical literature on neuro-marketing by demonstrating a structured framework for examining the relationship between psychological marketing stimuli and consumer behaviour. However, the findings should be interpreted in light of the study's methodological limitations and should be validated through larger samples and actual consumer data in future research.
