Neuro Marketing: How Does It Impact Business Decision-Making and Enable New-Age Businesses to Thrive and Attract Customers in a Cost-Effective Manner

Abstract

This dissertation examines how neuromarketing influences consumer behaviour and business decision-making, with specific focus on emotional engagement, subconscious triggers, brand recall, return on investment (ROI), and the integration of digital
technologies. The study evaluates whether neuroscience-based tools and emerging marketing technologies enable businesses to enhance performance and attract customers in a cost-effective manner.
A quantitative research design was employed, using structured surveys administered to marketing professionals and consumers. Data were analysed through descriptive statistics, ANOVA, correlation, and regression to assess the impact of emotional and psychological drivers, branding strategies, and technological adoption on consumer responses and professional viewpoints.
Findings indicate that emotional engagement—particularly through storytelling, nostalgia, and personalisation—significantly strengthens consumer interest, loyalty, and advocacy. Subconscious motivators such as urgency, social proof, and fear of missing out (FOMO) were strong predictors of purchase decisions, while incremental pricing tactics showed limited influence. Brand recall improved with distinctive visuals, consistent crossplatform messaging, repeated exposure, and emotionally resonant content, though neuromarketing tools such as EEG, fMRI, and eye-tracking contributed only partially.
ROI analysis revealed caution among professionals due to cost-justification concerns, despite broad support for data-driven marketing as a means of optimising ad spend. Consumers associated ROI more directly with product quality, pricing, brand reputation, and reviews. Digital technologies—especially AI and machine learning—were recognised for improving targeting accuracy, while VR/AR and automation produced more mixed evaluations. Regression analyses confirmed that neuromarketing-based advertising, datadriven strategies, and economic context are significant predictors of marketing effectiveness.