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@article{193717,
        author = {Ms Divyanshi Shukla and Dr. Khushbhoo Agnihotri},
        title = {Neuromarketing: How Brain Responses Shape Modern Marketing Strategies},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {1560-1564},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193717},
        abstract = {Consumer decision-making is often assumed to be rational and deliberate. However, advances in neuroscience reveal that a significant portion of purchasing behaviour is driven by subconscious emotional and cognitive processes. Neuromarketing, an interdisciplinary field combining neuroscience, psychology, and marketing, seeks to understand how brain responses influence consumer perception and strategic marketing decisions.
This study examines how emotional stimuli, visual elements, packaging design, and psychological triggers affect consumer behaviour. Primary data was collected through a structured questionnaire administered to 100 respondents. The findings indicate that emotional advertising, color psychology, and storytelling significantly enhance brand recall, trust, and purchase intention. Even when consumers are unaware of the term “neuromarketing,” they acknowledge the psychological influence of marketing strategies.
The study concludes that neuromarketing provides a more accurate understanding of consumer behaviour than traditional research methods, enabling brands to create emotionally resonant and ethically informed marketing strategies.},
        keywords = {},
        month = {March},
        }