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@article{191198,
        author = {Dr. Swapnil S. Phadtare},
        title = {Consumer Neuroscience in Online Luxury Shopping Environments: An Empirical Investigation Using EEG, Eye-Tracking, and Purchase Intention Measures},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {5748-5752},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=191198},
        abstract = {The rapid digitalization of luxury retail has fundamentally altered the way consumers interact with high-end brands. While prior research has extensively examined online luxury consumption using self-reported measures, limited attention has been paid to the underlying subconscious neural processes driving consumer decisions in digital luxury environments. Drawing on consumer neuroscience, this study investigates how online luxury shopping stimuli influence consumers’ neural responses, visual attention, and purchase intentions. Using a controlled experimental design, data were collected from 240 experienced online luxury consumers through electroencephalography (EEG), eye-tracking, and structured questionnaires. The results reveal that luxury-oriented digital cues significantly enhance neural indicators of emotional engagement and reward processing, which in turn positively influence purchase intention. The findings extend the Stimulus–Organism–Response (S-O-R) framework by integrating neuroscientific evidence and offer actionable insights for luxury brand managers seeking to optimize digital interfaces.},
        keywords = {Consumer Neuroscience, Online Luxury Shopping, EEG, Eye-Tracking, Neuromarketing, Purchase Intention},
        month = {January},
        }