Neuromarketing and Brand Engagement: Decoding Consumer Behaviour
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Abstract
Neuromarketing is a new marketing science that combines neuroscience & psychological science to understand better how consumers make choices. With the rise of subconscious consumer decision making, traditional marketing techniques do not provide the entire picture of consumer behaviour. This study examines the brand engagement potential of neuromarketing and the opportunities and challenges of its deployment in the emerging Russian market. Combining neuroscience with psychology and marketing, tools like EEG, fMRI, eye-tracking and GSR give in-depth data about consumer attention, emotion, and decision-making. The research uses a combination of quantitative surveys with qualitative interviews and neurometric analysis to measure consumer responses to a brand stimulus. The results indicate that neuromarketing is a powerful driver in building brand loyalty and emotional resonance, however, neuromarketing in Russia faces challenges such as ethical and deception-related concerns and its high cost and low awareness among marketers. The study concludes that neuromarketing has revolutionary potential for the Russian businesses seeking to deepen the consumer relationship and enhance the marketing effectiveness as long as the ethical guidelines are in place and a strategic approach is introduced. These findings provide valuable directions to guide marketers, policymakers, and researchers who seek to engage consumers in new ways.