The Exploration of emotions is a pivotal factor in consumer decision-making within the field of neuromarketing. Researchers use neuroscientific methods such as fMRI, EEG, and psychophysiological measures to unravel how emotions impact cognitive processes and influence consumer behavior. Recognizing the neural signatures associated with positive or negative emotional states provides valuable insights for marketers aiming to craft emotionally resonant and compelling content. Studying emotional roles in neuromarketing contributes to a profound understanding of the emotional drivers shaping consumer choices, thereby informing strategies for enhancing brand perception and customer satisfaction.
Published in Chapter:
Neuromarketing: Decoding the Role of Emotions and Senses and Consumer Behavior
Rodolfo Cordeiro (Coimbra Business School, Polytechnic Institute of Coimbra, Coimbra, Portugal),
Ana Reis (Coimbra Business School, Polytechnic Institute of Coimbra, Coimbra, Portugal),
Bruno Morgado Ferreira (Polytechnic Institute of Viseu, Portugal), and
Lara Mendes Bacalhau (CEOS.PP Coimbra, ISCAP, Polytechnic of Porto, Portugal & Coimbra Business School, Polytechnic Institute of Coimbra, Coimbra, Portugal)
Copyright: © 2024
|Pages: 18
DOI: 10.4018/979-8-3693-1858-4.ch005
Abstract
Neuromarketing, a controversial field that integrates neuroscience and marketing principles, explores the mechanisms that influence consumer behavior. This systematic review examines the role of emotions and senses in consumer decision-making by drawing insights from 16 empirical studies that employ neuromarketing techniques. The focus is on emotions and senses as pivotal influencers in consumer decision-making. The amalgamation of these findings underscores the profound impact of emotions on shaping consumer perceptions, brand preferences, and purchasing decisions. Moreover, sensory stimuli encompassing sight, smell, taste, touch, and hearing have emerged as instrumental factors in steering consumer behavior. These stimuli evoke emotions and trigger memories, leaving behind enduring impressions. The review underscores that marketers gain invaluable insights into the subtleties of these unconscious influences by leveraging neuromarketing techniques. With this knowledge, marketers can develop more effective marketing strategies to drive sales and foster stronger customer relationships.