From brainwaves to buying: fMRI evidence of consumer unconscious behavior in marketing contexts

Neuromarketing and consumer behaviour: Evaluating visual, auditory, and emotional advertising stimuli in fast food marketing

Marketing research has traditionally relied on self-reported attitudes to gauge advertising effectiveness, yet neuroscience evidence suggests that most purchase decisions are formed unconsciously. Drawing on Kahneman's dual-process theory and the Stimulus-Organism-Response model, this study examines how visual, auditor...

Content, Consumer, Corrections: A Neurocognitive Model of Misinformation Processing

A neurocognitive model is proposed that synthesizes behavioral and neuroimaging findings within a unified framework that generates testable neuroimaging predictions and points toward neuroscience-informed strategies for countering misinformation.

Neuromarketing and the gaming consumer: a systematic review of attention, emotion, and memory in player engagement and retention

The global video game industry has overtaken other cultural sectors in scale, intensifying competition for player attention, engagement, and long-term retention. Increasingly, firms pair digital marketing with neuromarketing, a set of methods drawn from cognitive neuroscience that measure attention, emotion, and memory...

How, when, and why is EEG used in marketing? A literature review

BEYOND ATTENTION AND EMOTION: RECONSIDERING NEUROMARKETING EFFECTIVENESS THROUGH COGNITIVE LOAD AND NEURODIVERGENCE

Most neuromarketing research assumes that stronger stimuli produce better consumer outcomes, but that assumption deserves closer scrutiny. This study examines whether neuromarketing stimuli operate uniformly across consumers or whether their effectiveness depends on how those stimuli are cognitively processed. Drawing...

Innovative Neuromarketing Approaches to Digital Marketing and Consumer Behaviour Analysis

Digital environments increasingly rely on visual communication, yet consumers do not process visual information under neutral conditions, especially during periods of crisis and elevated anxiety. This article examines how anxiety and life-context factors shape visual information processing, using two eye-tracking exper...