The Significance and Ramifications of Neuromarketing Strategies: An Investigation of Consumer Behavior Analysis, Prediction, and Purchase Intent Assessment

This study investigates the definition and connotations of neuromarketing strategies in terms of analyzing, forecasting, and measuring consumer behavior and purchase intention. Current neuromarketing studies are mostly laboratory‐based, with a concentration in developed economies, and generally focus on homogeneous effectiveness, with a dearth of data on developing economies and a paucity of debate about poorer results. To close this gap, a quantitative survey involving 400 consumers who are frequently exposed to marketing strategies was completed based on purposive and convenience sampling. The analysis of data was conducted with the help of regression analysis and PLS‐SEM. The results indicate that consumer trust, brain reactions, attention, and neuromarketing have positive effects on purchase intention, and they greatly determine the way consumers make their choices. The effects of emotional arousal and personalization are relatively smaller, meaning that affective stimulation by itself is not likely to result in behavioral outcomes in the absence of cognitive processing and a trust‐based mechanism. Purchase intention is a very important mediating factor in converting neuromarketing stimuli into visible results. This research paper provides evidence in the form of developing economies, incorporates dimensions of neuromarketing in a single model, and analyzes nonsignificant relationships.