International Journal of Scientific Research and Engineering Development

In the modern marketing landscape, understanding consumer decision-making at the subconscious level has become essential for developing impactful brand strategies. Neuromarketing, which integrates neuroscience, psychology, and marketing, offers valuable insights into how consumers respond to marketing stimuli beyond conscious awareness. This study investigates the impact of neuromarketing techniques— particularly Electroencephalography (EEG), Functional Magnetic Resonance Imaging (fMRI), and eyetracking—on consumer behavior and brand perception. The findings reveal that emotional engagement, attention, and memory significantly influence consumer preferences and purchase intentions. Neuromarketing techniques enable marketers to design campaigns that foster deeper emotional connections and enhance brand loyalty. However, ethical considerations such as data privacy, informed consent, and consumer autonomy remain crucial in ensuring responsible application. Overall, the study concludes that neuromarketing, when used ethically, strengthens brand-consumer relationships and enhances the effectiveness of marketing communication by aligning strategies with consumers’ subconscious motivations.