The role of cognitive and emotional processes in purchase decisions: a neuromarketing perspective
DOI:
https://doi.org/10.64092/dz811n20Keywords:
Neuromarketing, consumer behavior, psychological factors, purchase decision-making, cognitive processesAbstract
Neuromarketing has emerged as a transformative interdisciplinary field that integrates neuroscience, psychology, and marketing to better understand consumer behavior and purchase decision-making processes. This study aims to analyze the influence of psychological factors on consumer decisions from a neuromarketing perspective, emphasizing the role of cognitive and emotional processes. A qualitative, documentary-based methodology was employed, supported by a systematic literature review of recent academic contributions (2020–2026). The findings reveal that consumer decisions are not purely rational but are strongly influenced by subconscious mechanisms, where emotions, memory, and perception play a central role. Cognitive processes such as attention and memory significantly impact how consumers process information and develop brand preferences, while emotional responses contribute to faster and more intuitive decision-making. Additionally, the integration of advanced neuroscientific tools such as EEG, fMRI, and eye-tracking has enhanced the accuracy and predictive capacity of marketing research by capturing unconscious consumer reactions. The study also highlights the importance of individual differences, including personality and cultural background, in shaping consumer responses to marketing stimuli, reinforcing the need for personalized strategies. Furthermore, the incorporation of emerging technologies such as artificial intelligence and virtual reality expands the scope of neuromarketing applications, particularly in digital environments. Despite its benefits, neuromarketing raises ethical concerns related to the potential manipulation of consumer behavior, emphasizing the importance of responsible implementation. Overall, neuromarketing provides a comprehensive framework for understanding and influencing consumer behavior in contemporary markets.
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