Abstract Paper

Title	: Neurom marketing and consumer buying behaviour
Author(s)	: SasikumarLawrence
Article Information	: Volume 11 - Issue 1 (June - 2026) , 85-92
Affiliation(s)	: Research Department of Management Studies
	: Research Department of Management Studies

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Abstract :

The growing complexity of consumer decision-making has challenged marketers to understand not only what consumers purchase but also the subconscious factors that influence their purchasing decisions. Neuromarketing integrates neuroscience, psychology, and marketing to examine how consumers respond to marketing stimuli at both conscious and subconscious levels. This study investigates the influence of Emotional Response, Visual Attention, Brand Recall, and Sensory Stimulation on Consumer Buying Behaviour (CBB). Primary data were collected from 250 consumers using a structured questionnaire and analyzed through Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM) using AMOS. The findings reveal that Emotional Response is the strongest predictor of Consumer Buying Behaviour, followed by Sensory Stimulation, Brand Recall, and Visual Attention. The model demonstrates satisfactory goodness-of-fit indices (χ²/df = 2.243, CFI = 0.958, TLI = 0.951, RMSEA = 0.052) and explains 68% of the variance in Consumer Buying Behaviour. The study contributes to neuromarketing literature by providing empirical evidence regarding the role of subconscious consumer responses in influencing purchasing decisions. The findings offer practical implications for marketers, advertisers, retailers, and brand managers in designing emotionally engaging and sensory-rich marketing strategies.

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Keywords	: Neuromarketing, Consumer Buying Behaviour, Emotional Response, Visual Attention, Brand Recall, Sensory Stimulation, Structural Equation Modelling
Document Type	: Research Paper
Publication date	: June 18, 2026

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