The Role of Neuromarketing in the Purchasing Behavior of Customers: The Role of Cognition and Perception in Purchasing Decisions

Abstract

This study aims to examine the impact of neuro-marketing on customer purchase behavior through the role of cognition and perception in purchase decision-making. To test these hypotheses, participants were placed in a laboratory environment and exposed to emotional and cognitive stimuli. Brainwaves (alpha and beta) and behavioral indicators such as the number of purchases, purchase amount, and decision-making time were evaluated as the main variables. The sample consisted of 30 participants, who were randomly assigned to experimental and control groups. The results indicated that emotional and cognitive stimuli had a significant impact on alpha and beta brainwaves. Emotional stimuli led to an increase in beta waves and a reduction in decision-making time, suggesting enhanced alertness and faster decision-making. Additionally, cognitive stimulation significantly increased both alpha and beta waves and reduced decision-making time. However, the effect of these stimuli on the number of purchases and the total amount spent was not significant. DOI: https://doi.org/10.52783/pst.905