THE IMPLICATIONS OF NEUROMARKETING IN CONTEMPORARY MARKETING TECHNIQUES AND CONSUMER BEHAVIOUR

Neuromarketing is an emerging interdisciplinary field that combines neuroscience with marketing research to uncover insights into consumer behavior at the neural level. This article offers an academic examination of how neuromarketing techniques are applied in modern marketing practices and analyzes their implications for consumer decision-making. The study outlines the theoretical foundations of neuromarketing, including its methods for investigating consumers’ subconscious responses. Key findings indicate that neuromarketing has significantly influenced areas such as advertising design, branding strategies, pricing tactics, and product development by revealing unspoken preferences and emotional reactions from consumers.