Abstract:

This study analyses how neuromarketing, a fusion of neuroscience and marketing, influences purchasing decisions. Using FMRI and EEG techniques, the brain's reactions to different sensory stimuli are studied. With a sample of 290 Doo Australia consumers, this descriptive and correlational study investigated the influence of auditory, tactile, visual and kinesthetic factors on purchasing habits. The results reveal a moderate but significant negative relationship (R = - 0.65; p < 0.00) between neuromarketing and purchasing decisions, with an R² of 0.417, indicating that 41.7% of the variations in emotional behaviour are attributed to neuromarketing. This highlights its essential role in consumer purchasing decisions and behaviour.