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@article{199219,
        author = {Kritika Patel and Swati Parwani and Md Aimal Rab and Anshika Bajaj},
        title = {A Study on Impact of Neuromarketing-Based Advertising on Consumer Attention and Brand Memory},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {12166-12173},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=199219},
        abstract = {Neuromarketing, a rapidly evolving field that integrates neuroscience with marketing practices, has significantly enhanced the understanding of consumer behavior. By utilizing advanced techniques such as brain imaging, eye-tracking, and physiological measurements, marketers are able to uncover consumers’ subconscious reactions to various advertising stimuli. This study focuses on analyzing the influence of neuromarketing-based advertising on two key aspects of consumer behavior: attention and brand recall.
The research investigates how advertisements developed using neuroscientific insights are more effective in attracting and maintaining consumer attention compared to conventional marketing approaches. It further examines how such strategies contribute to the encoding, retention, and retrieval of brand-related information in consumers’ memory. Special emphasis is placed on the roles of emotional engagement, sensory stimulation, and cognitive processing in strengthening memory retention.
Using a combination of conceptual review and empirical analysis, the study identifies several neuromarketing tools that play a significant role in shaping consumer perception and influencing decision-making processes. The findings indicate that advertisements designed with neuromarketing principles tend to achieve higher levels of attention and improved brand recall.
These results highlight important implications for marketers aiming to enhance the effectiveness of their advertising strategies in a highly competitive and information-saturated environment. Overall, the study adds to the existing literature on consumer neuroscience and offers practical guidance for creating more impactful and engaging marketing campaigns.},
        keywords = {},
        month = {April},
        }