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March 10, 2026Open Access

The influence of Consumer Brain Science strategies on consumer decision-making processes

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Authors

PIPeace IgweEHEsther Chinenye HatteyCUChukwuma Joshua Ukoro

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Overview

Demonstrates how consumer brain science strategies affect purchasing choices, suggesting marketing applications.

Key Points

  • The research aims to explore how Consumer Brain Science influences consumer decision-making processes and sales performance.
  • Utilized Kahneman’s Dual-Process Theory as a framework
  • Integrated secondary data from brain science research and consumer behavior literature
  • Examined emotional and cognitive triggers affecting purchasing decisions
  • Utilized techniques like Functional Magnetic Resonance Imaging and eye-tracking
  • Consumer Brain Science significantly influences subconscious decision-making processes
  • Integration of emotional narratives and sensory branding drives customer preferences
  • Conscious factors like price and quality still matter in final purchase decisions
  • Provides empirical support for the collaboration of intuitive and logical thinking in decision making

Cite This Study

Igwe et al. (2026) studied this question.

synapsesocial.com/papers/69af95ee70916d39fea4e161https://doi.org/10.5281/zenodo.18908971
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Inside The Consumer Brain: The Hidden Drivers Of Buying2026
  2. 2Inside The Consumer Brain: The Hidden Drivers Of Buying2026
  3. 3Neuromarketing: The Science Behind Consumer Decision-Making2025
  4. 4Neuromarketing Approaches to Shaping Healthy Consumer Choices: An Integrative Analysis of Methods, Efficacy, and Ethical Considerations2026
  5. 5Brainketing. The Future of Marketing: Integrating Neuroscience and Consumer Strategies2025