THE IMPACT OF NEUROMARKETING STIMULI ON CONSUMER PURCHASE DECISIONS: THE MEDIATING ROLE OF EMOTIONAL RESPONSE

Abstract

Neuromarketing has become a new marketing technique that allows companies to gain insight into consumers' behaviors by tapping into their senses and emotions. Though the field of neuromarketing is increasingly gaining attention, there is little empirical evidence on the mechanism by which neuromarketing stimuli impact consumer buying decisions in emerging markets like Pakistan. This study uses the Stimulus – Organism – Response theory as a basis for understanding how the stimulation of neuromarketing affects the purchasing decisions of consumers, where the intervening variable is the response of the emotions in the form of feelings. This study used a quantitative cross-sectional research design, and a structured questionnaire was used to gather data from 425 consumers in Pakistan. Structural equation modeling (SEM) was used to analyze the proposed relationship. The results indicate that neuromarketing stimuli have a strong positive impact on consumers' emotional responses and purchases. In addition, there is a strong interaction between the emotional response and the relationship between the neuromarketing stimuli and consumer purchase decision, which shows that the influence of marketing stimuli on purchasing behavior is mainly through inducing a positive emotional response. The findings add to the neuromarketing literature by offering empirical support for a developing economy and the explanatory power of the S–O–R framework in understanding consumer decision making. The study also has practical applications for marketers, retailers, and brand managers as it emphasizes the need to craft marketing campaigns with all the elements designed with an emotional appeal, which also includes effective use of visual, auditory, and sensory aspects to improve consumer purchasing behavior. The study adds to the existing marketing literature by showcasing the potential of neuromarketing methods to boost consumer involvement and enhance marketing performance in the dynamic and competitive retail market in Pakistan.

Keywords: Neuromarketing Stimuli, Consumer Purchase Decisions, Emotional Response, Stimulus–Organism–Response Theory, Consumer Behavior, Pakistan.