Impact of Digital Media on Consumer Behaviour - A Neuromarketing Perspective

Abstract

Background. In this era of digitalization, the way consumers interact, process, and react to marketing information has changed drastically. Traditional self-report measures cannot determine the unconscious processes underlying these responses, which is why neuromarketing is necessary. This thesis will examine how the advancements of digital media are affecting consumer behavior day by day using a blend of Neuroscience and Marketing, which is known as Neuromarketing.
Research methodology. Three experimental studies were conducted to study the unconscious drivers of consumer behavior using neuromarketing. Each experiment was different in structure, but the aim of all was similar, i.e., to determine how different digital
cues can impact the purchase intent at subconscious and conscious levels. All three experiments were performed in controlled conditions so that the differences in the results were solely due to the marketing stimuli and not from any external factors.
Conclusions. This thesis provides theoretical, methodological, managerial, and societal contributions. Each of the cues examined in this study has an impact on the consumer decision-making process. In simple words, this thesis encourages marketers and researchers to create digital ads in a way that aligns with how consumers feel about and neurologically process the brand messages.