Neuromarketing: Understanding Consumer Psychology in the Digital Age

(1) * Nurhilalia Nurhilalia Mail (Politeknik Negeri Ujung Pandang, Indonesia)
(2) Muhammad Ishlah Idrus Mail (Politeknik Negeri Ujung Pandang, Indonesia)
*corresponding author

Abstract


This comprehensive discourse delves into the intricate interplay between neuroscience, consumer behavior, and business strategies, unveiling insights that redefine marketing practices in the digital age. The evolution of consumer behavior in the digital era has given rise to a deeper exploration of subconscious triggers, cognitive processes, and emotional responses. Neuromarketing, a pivotal concept, elucidates the integration of neuroscientific principles into marketing research, illuminating the subconscious mechanisms that underpin consumer choices. Leveraging neuroimaging techniques such as fMRI and EEG, researchers decode emotions, memory, and decision-making, facilitating more resonant marketing strategies. The discussion extends to the practical realm, highlighting how neuromarketing principles drive digital marketing strategies. Tailored content, neurotargeting, and optimized visual cues captivate consumer attention and nurture brand loyalty. Ethical concerns surrounding subliminal advertising are explored, emphasizing the importance of transparency and consumer well-being. Through case studies, we discern the practicality of neuromarketing, illuminating how sensory marketing and emotional branding forge indelible connections with consumers. Sustainability emerges as a critical theme, as neuromarketing unveils insights into promoting eco-friendly choices. The fusion of consumer psychology and business strategy is exemplified through personalization, fostering individualized experiences that resonate deeply. The methodology of neuromarketing research, albeit insightful, raises ethical considerations demanding responsible practice and participant consent. Theoretical contributions abound, enriching consumer behavior theories with insights from cognitive psychology, behavioral economics, and neuroscience. From a managerial standpoint, neuromarketing insights offer transformative potential. Crafting persuasive narratives rooted in emotional storytelling enhances authenticity and brand impact. The horizon of possibilities includes the burgeoning field of ecological consumer neuroscience, promising real-world insights for strategic implementations. In conclusion, this discourse elucidates the pivotal role of neuromarketing and consumer behavior in shaping contemporary business strategies. As technology shapes consumer interactions, understanding the interplay of emotions and cognition guides marketing resonance. This fusion of neuroscience and consumer psychology offers a transformative path forward, paving the way for strategies that resonate deeply in the ever-evolving consumer landscape.

Keywords


Neuromarketing; Consumer Behavior; Digital Marketing; Emotional Triggers; Cognitive Processes; Sustainable Consumption; Personalization; Ethical Considerations; Business Strategies; Ecological Consumer Neuroscience.

   

DOI

https://doi.org/10.29099/ijair.v6i1.2.992
      

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