ItemConference Paper

An Exploratory Analysis of Neuromarketing Techniques and Their Impact on Consumer Purchase Decisions

Title
An Exploratory Analysis of Neuromarketing Techniques and Their Impact on Consumer Purchase Decisions
Creator
Azharshaheen, S.S.; Kolur, Vijaya Bhaskar; Madhumathy, K.; Dave, Komal A.; Swaroop, Kotigari Reddi; Kazim, Syed; Jaheer Mukthar, K.P.
Description
Neuromarketing has been playing a signification role in consumers purchase decisions. It has played a significant role in the area of business, especially in the area of marketing. Today every medium and large-scale company is using neuromarketing to promote their product and to influence the purchase decision of the consumer. The study aims to assess the impact of neuromarketing on customers and its influence on the purchase decision of the consumer. The study has employed various statistical tools and analyses to conduct the study. The study highlights the importance of using neuromarketing in business and marketing activities, by ensuring transparency to build the trust of the consumer. The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.
Source
Lecture Notes in Networks and Systems;Volume;1570 LNNS;pp.543-557
Date
01-01-2026
Publisher
Springer Science and Business Media Deutschland GmbH
Subject
Attention; Brain imaging techniques; Consumer behaviour; Emotional engagement; Ethical considerations; Neuromarketing; Purchase decisions
Coverage
Azharshaheen S.S., Kirloskar Institute of Management, Pune, India; Kolur V.B., Acharya Bangalore B School, Bengaluru, India; Madhumathy K., Acharya Bangalore B School, Bengaluru, India; Dave K.A., St. Josephs College of Commerce (Autonomous), Karnataka, Bengaluru, India; Swaroop K.R., School of Business and Management, CHRIST University, Bengaluru, India; Kazim S., CMS Business School, JAIN (Deemed-to-Be University), Bengaluru, India; Jaheer Mukthar K.P., Kristu Jayanti College Autonomous, Bengaluru, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 23673370; ISBN: 978-303200328-7;
Format
online
Language
English
Type
Conference paper

Citation

Azharshaheen, S.S.; Kolur, Vijaya Bhaskar; Madhumathy, K.; Dave, Komal A.; Swaroop, Kotigari Reddi; Kazim, Syed; Jaheer Mukthar, K.P., “An Exploratory Analysis of Neuromarketing Techniques and Their Impact on Consumer Purchase Decisions,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/25335.

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