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Neuromarketing: A tool to understand consumer psychology

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PSYCHOLOGY AND EDUCATION (2020) 57(9): 3754-3762 ISSN: 00333077

Neuromarketing: A Tool To Understand Consumer Psychology

Ms. Heena Arora1*, Dr. Pooja Jain2
1*
Research Associate, Jagan Institute of Management Studies, 3 Institutional Area, Sector 5 Rohini, Delhi-110085
2
Professor, Jagan Institute of Management Studies, 3 Institutional Area, Sector 5 Rohini, Delhi-110085
1*
heena.arora@jimsindia.org , 2poojajain@jimsindia.org

ABSTRACT
Consumer mind is a complex black box and it is difficult to understand what he thinks, says, does and feels (Martínez 2012). Feelings of
consumers have gained strategic importance for marketers rather than only focusing on need identification and satisfaction. Neuromarketing has
emerged as a strategic tool which tries to map brain activity, consumer sensorimotor and emotional responses of consumers to understand their
responses to different marketing activities carried out by organizations (Kumar & Singh, 2015).
The concept of Neuromarketing was introduced in 1990 in Harvard University with a purpose to sell advertising but later in 2002 the concept
was named as “Neuromarketing” by Dutch marketing professor Ale Smids. The concept uses medical science technology i.e. fMRI (Functional
Magnetic Resonance Imaging) to measure the brain activity by detecting changes associated with blood flow. Market Specialists make the use of
fMRI to map the changes in brain activity, to know which part of brain is triggered and to understand what tell consumers to make the decision
(Dooley, 2019). Neuromarketing is being considered as one of the tools to gain attention of the consumers in order to understand the impact
created on sensory organs of the prospective target audience and generate brand awareness (Kumar & Singh, 2015).
The paper discusses about how marketers are using neuromarketing as a tool to understand the behaviour of their consumers and position
themselves as shining stars in the eyes of the consumers. Exploratory research design is employed to conduct the study. A conceptual model is
framed to understand the impact of neuromarketing tools on behaviour of consumers leading to final purchase. The research study will be
beneficial for marketers, academicians and organizations as it is an emerging field where practitioners apply neuroscience techniques to
understand marketing practices and consumer psychology.

Keywords
Neuromarketing, Sensory organs, Branding, Psychology

Article Received: 10 August 2020, Revised: 25 October 2020, Accepted: 18 November 2020

Introduction strategy to understand the science behind consumer

behaviour and termed the strategy as neuromarketing.
Consumer Psychology is the unique study of understanding
a consumer’s complex mind full of thoughts. The study Neuromarketing is the scientific study of consumer
revolves around consumer’s feelings, emotions, sentiments, responses to marketing inducement by understanding the
and perceptions they form towards any product they are consumer sensory-motor and make them utilize their brain
using. This psychology formed in minds of consumers is not ability and connect with the consumer by creating brand
raised in just one day but it is a continuous process that loyalty which reflects the emotional response of consumer
consumers attach themselves with the products they are towards a particular product. This marketing strategy
seeing or using in long run. Every-time, whenever the includes brain mapping, scanning, imaging to analyze the
consumer sees a product they are loyal to, their mind starts consumer sensitive responses to different marketing
functioning and they tend to feel for it. These feelings and elements like product, place, price, and promotion
emotions which consumers have for the product affect the (Cherubino et al., 2019)
behaviour of consumers in the marketplace (Penz and Hogg, The concept of neuromarketing in the field of marketing acts
2011). as a tool for marketers to understand their audience and
Understanding consumer behaviour always seems to be the offer them what they want or desire. With the use of
top priority of marketers as it is very challenging to technology, tools and techniques have emerged in recent
understand consumer behaviour in a dynamic environment. years which are helping marketers to fulfill their consumer
Consumer behaves differently according to different wishes. Some of the tools and techniques developed to map
situations. The behaviour of consumers can be categorized the signals of the brain are eye-tracking, brain imaging,
under two factors i.e. first, psychological factors which empathic design, galvanic skin response, and fMRI. fMRI
involve their attitude, preferences, memory, values, (functional Magnetic Resonance Imaging) is coined as the
emotions, desires, lifestyle, and perception. Second, most reliable technique as it is concerned with the changes
reference groups, include consumer’s peer groups, family, happening in the blood flow while measuring the brain
society, and culture. These factors trigger the consumer’s activity (Chandwaskar and Pallavi, 2019).The blood flow of
brain and tell them to behave distinctively. Understanding the consumer mind increases with the functioning of the
the changing behaviour of consumers with time, marketers brain. This technique helps researchers to understand
formulate strategies to connect with them. In the last few consumer behavioural changes and find which part of the
years, marketers have come up with a new marketing brain is influencing consumers to make a decision.
In current competitive time, marketers have to be aware of
consumer needs & want in order to be ahead of their
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competitors. They must know what their consumers think or Kumar and Singh (2015)found the elements of consumers-
expect from them. The present study focuses on the newly physical body, mind, heart ,and spirit have a major impact
emerging field of marketing i.e. neuromarketing which tells on understanding consumer neuroscience.The author noticed
about consumer psychology and what lets consumers make neuromarketing techniques such as neuroimaging, eye
a purchase decision by use of scientific techniques in the tracking, fMRI, and EEG that are followed by companies to
field of marketing. The design used in the study to understand their consumers. Roth(2013) ranked fMRI, EEG
understand consumer’s behaviour by applying the neuro ,and MEG as the most prominent techniques used to
technique is the empathic design where the responses are understand consumer behaviour and marked the consumer
recorded in the consumer’s environment. This design is also brain as the black box model which tells about the consumer
known as a sensitive design as it connects with consumer characteristics of the decision making process. Madan and
senses and emotions. The study will help the marketers to Popli (2016) contributed by stating that human expectations
understand their consumer’s dynamic behaviour and and desires can be divulged by understanding the Human
strategize accordingly to create brand loyalty in the minds of Black Box framework.
the consumer. Neuromarketing assesses the consumer decision-making
technique. The technique will help the companies to
Methodology understand how the consumers behaviour varies in different
situations and which part of the brain triggers the emotions
Rationale for the study and Research Questions and unconscious minds of the consumer who make a
purchase decision (Sebastian, 2014).Constantinescu et al.
Decisions have always been a very important aspect of (2019) noticed that to generate the feeling of consumer
consumer psychology and are the reactions of the behaviour loyalty, it becomes important for organizations to
consumer depicts in different situations. Consumer understand their consumers and their feelings and emotions.
psychology demonstrates the feelings & emotions Therefore, companies show themselves as a transparent
consumers have in their mind which can be positive or entity by forming social media campaigns to build consumer
negative (Williams, 2014). Positive emotions may lead to trust. Ramya and Ali (2018)observed that consumer
positive decisions and negative emotions may lead to behaviour includes consumer’s attitude, intention,
negative decisions or positive as well, as sometimes preferences and these buying characteristics shows the
marketers deliberately triggers the negative side of positive or the negative impact on consumer decision
consumer emotions to get the positive result. making process.
Neuromarketing tools helps in studying psychological Miljković and Alčaković (2010) observed the buy button in
behaviour of consumers in varying scenarios. Empathic the consumer brain which activates and tracks all the
Design helps in erecting the emotional connect of product activities that happened in front of the consumer without
with the consumers in order to observe their reaction consumer awareness. Morin (2011) named human brain as
(Elmansy, 2014). The reactions observed from the testing the reptilian brain because it tends to decide in the human
gives clear understanding about the psychology and body from consumer perspective which makes them feel
behaviour of consumer towards the particular object and emotional and attached and influence consumer to do
data collected from responses helps marketing organizations impulsive buying. Lindell and Kidd (2013) observed that
to know what affects the purchase decision of consumers. just with a change of one word from “Right Start” to “Right
The paper aims in exploring the interrelationship between Brain” consumers mindset got impacted as consumers found
neuromarketing tool (empathic design), behavioural traits of the term “Right Brain” training program more interesting,
consumers (feelings & emotions) which lead to final technologically advanced, valuable and effective.Personality
purchase decision. The main aim of paper is to understand traits, Consumer trust, Consumer satisfaction, brand loyalty,
how neuromarketing tools helps in evaluating consumer risk-taking power can be depicted by brain imaging
behaviour which influence consumers to make final technology and will help marketers to design their strategies
purchase decision. In order to understand this, the research according to consumer interest (Fugate, 2007).Fisher et al.
questions are as follows: (2013) agreed and said that the advertisers claim that
humans have a magic spot in their brain which triggers them
1. How does the neuromarketing tool of empathic to make purchase decision but professionals countered that
design help in studying consumer psychology? if it’s so easy to manipulate consumer behaviour then in
2. How does feelings and emotions affect the coming future neuromarketing will become the threat for the
consumer psychology? economy.Brain imaging is the most sophisticated tool to
3. How feelings & emotions observed from empathic map the actions of consumer brain used by marketers and
design influences consumer purchase decision. advertisers but it is not possible to depict all the actions of
The paper begins with the introduction of the theme, the the brain or the external forces acting on the brain (Garcia
rationale for the study, research questions and the literature and Saad, 2008).
for the study that further stimulates the conceptual Dragolea and Cotîrlea (2011) observed the human brain
framework and developing the proposed model for the model directed by Paul Mc Lean which describes the
research. functions of the brain. The human brain consists of 3 parts
i.e. first, the primitive brain (unconscious and denotes
Neuromarketing & its Implementation reaction of the human), second is the emotional brain
(subconscious and feel emotions) and third is the rational

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brain (conscious and understanding). Authors have observed the marketing communication techniques followed by
that the brain works according to these functions which marketers to grow in the industry.Consumer behaves
finally influence or manipulate consumers to make a applying the logical method which tells them to investigate
purchase decision. Murphy et al. (2008)found that there is a about the product they want to purchase and then make the
thin line gap between perception and conscious awareness. purchase decision keeping in mind all the rational reasons to
The tools of neuromarketing should be followed in such a buy a particular product (Köylüoğlu et al., 2018).
manner that it does not exploit the ethics of marketing. Chakraborty and Suresh (2018) found the trend, brand
Collecting information from consumers unknowingly to quality, comfort and availability and price of the product are
manipulate their buying decision is somewhat immoral and the major factors that affect consumer buying behaviour and
in near future can become the ultimatum for the companies, advertisements act as influential tool which forms a
if consumers started getting aware of neuromarketing.The perception about a brand in consumer’s mind and make
power of usage of neuromarketing is higher than the consumers to behave impulsively.Price of the product and
knowledge of perception (Butler, 2008). Fugate(2008) the experience consumers have with the quality of product
noticed that consumer satisfaction and brand loyalty can be forms the judgement about the product in consumer’s mind.
generated by earning consumer trust. With the help of This judgement helps the consumers to decide to shop
neuromarketing, service providers understand the desires online. Authors have noticed that social media platforms
and want of their consumers which helps the service like Facebook advertise the products whenever consumer
providers to satisfy their consumers by providing services comes online, which triggers consumer’s psychology and
most effectively and efficiently. affect their buying decision to shop online (Rahman et
Consumer psychology gives signals to the brain to decide. al.,2018).
These signals can be detected by neuromarketing
techniques. But the problem arises when it comes to the Constructs and Hypothesis
permission of detecting the signals of the consumer brain
without consumer consent. To highlight this issue, five After reviewing the literature, the most important variables
parameters are introduced i.e. first: aware consumer, second: that affect the study has been proposed in a model. The
take consent of consumer, third: make consumers study also formulates the hypothesis to understand the
participate, fourth: security of consumer data to avoid relationship between the variables.
manipulation and fifth: convey the consequences of using
neuromarketing technology to consumers (Wilson et al., Variables of the study
2008). Olteanu(2015) Market researchers use the survey
method to collect information from consumers but, if the Empathic Design
consumer feels shame or fear in sharing views the
information collected will be vague. So, researchers started Sah (2019) identified an empathic design method to measure
using neuroimaging tools to map the consumer’s brain. The the brain activities of consumers which can be tested in the
author observed that the utilization of brain scanning natural environment. This design of testing helps in
techniques without consumer consent is unethical so observing consumer's reactions instead of asking straight. It
guidelines were formed which need to be followed by the is the most feasible, low-cost, low-risk visual technique to
marketers using neuro tools.Javor et al. (2013) connect map the consumer’s behaviour and understand the reasons
neuromarketing with by stating that neurology can behind the decisions made by consumers (Ryabchykova,
contribute to marketing by applying neurotechnology on 2017). Ghosh et al. (2016) added by commenting on the
neuro patients to detect the behavioural reactions to map empathic design method that helps in examining the
marketing strategies. consumer interaction with the product by taking the help of
Ulman et al. (2015)observed the changing paradigm from psychological constructs. This helps the marketers to
traditional marketing research tools to modern understand what consumers thinking about the product or
neuromarketing research techniques where it becomes how consumers perceive the product.
important for marketers to maintain the human values, Empathic design testing is done without the use of any
respect ,and integrity of consumers. In light of the moral equipment; it is just like observing the body language, facial
values, the research is proposed for the well-being and codes, gestures of consumers which are linked to their
health of the humans on earth and to remind the market feelings & emotions. With the application of an empathic
researchers to prioritize the rational use of neurotechnology design model, it becomes easy to understand consumer
at first and then the cost-effectiveness. EEG technique is preferences and consumer reaction towards products or
used to know the emotional response of the brain. The study services which helps marketers to fulfill their demands and
focuses on the selection of the right neurotechnology while grow their businesses (Kottier, 2014).
maintaining the ethical prospectus of the research (Bercea Battarbee et al. (2015) stated that empathic design helps
and Cuza ,2012). organizations to build an emotional and deeper connection
Vasiljević et al. (2019)found an infrastructural model based with their consumers by understanding the consumer point
on the postulates of IoT (internet of things) to make the of view regarding the product and services offered by the
application of neuromarketing technology companies. The author observed empathy as a powerful
flexible.Klinčeková (2016) denotes the future of design for understanding and processing the information of
neuromarketing as “iMotions” which will give a clear consumers as it triggers the feelings & emotions of the
understanding of the emotional behaviour of consumers on consumers. This method helps in mapping the consumer’s

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brain and observes consumer reaction towards the product observing the consumer response in their environment. This
or service offered to them and tells the designers what technique involves various steps to understand the
makes consumers feel satisfied. Therefore marketers apply consumers' feelings & emotions that are: observation,
such techniques to understand consumer's feelings & gathering data, reflection and analysis, brainstorming for
emotions which further help consumers in making a final solutions, and developing prototypes of possible solutions.
purchase decision (Hsieh et al. (2013). After understanding the whole process of empathic design
Mattelmaki et al. (2013) stated that it is the human-centered authors concluded that this design can help in contributing
approach that makes consumers sense their emotions to the flow of ideas which will be beneficial for advertisers,
through bodily activity and talk about their feelings. Sousa marketers, and researchers. Luh et al. (2011) found that
and Macêdo (2020) found that colour psychology plays a consumer behaviour needs to be carefully observed with
crucial role in influencing the audience to make a buying dynamic market reactions and empathic design helps in
decision because when consumer finds something colorful observing consumers behaviour as consumers associate
& attractive, they start feeling for the product which triggers themselves with the brand or product being offered to them
their mind and it gives signals to the brain which tells which means consumers value the brand image of the
consumers to make a purchase decision and hence empathic product. Thomas and McDonagh (2013) found that
design helps by creating a prototype consumer’s mind can consumers perceive the products as the part of their
be observed and reactions can be noted for further personality so to set a good brand image about a product or
experiements. service in the minds of consumers, marketers strategies to
Morris and Cormican (2012) coined empathic design as the satisfy the needs of consumers by making an emotional
voice of the consumers which helps the companies to connect of product or service with the consumer. Empathic
understand their consumer feelings and needs and offer design helps in observing the emotional aspect of consumers
consumers according to their need which becomes easy for and thus acts as a tool to map the consumer buying
consumers to make the buying decision. that consumer behaviour.
emotions are the prime reason for the purchase decision.
These emotions can vary on the emotional state or mood of
the consumer which can be positive or negative and is H2: There is positive and significant influence of
reflected in the buying decision for the product (Soodan and consumer experiences on the feelings & emotions of
Pandey, 2016). consumer.

Individual Factors
H1: There is positive and significant influence of
empathic design on the feelings & emotions of consumer. Diehl et al. (2012) found that age and gender are the factors
that influence consumer emotional responses as age and
Experiences gender both reflects the behavior of consumer at market
place. The decions taken by consumers based on their
Postma et al. (2012) observed that empathic design intends feelings or emotions vary due to their age and gender.
to build the experiences of the consumers with creative Keshari and Jain (2016) added by stating that age of the
understanding which is the amalgamation of cognition and consumer impacts the emotions differently as a person with
affection and in result enhances the emotional understanding age group of 20-30 years thinking is completely different
in consumer’s behaviour. This tenderness is conveyed by the from that of a 50 year person. Similary both male and
translation process which is the challenge for marketers to female can have different perspective and can have a
deliver the message to consumers in rational language so different way of expressing emotions (Fisher and Dube,
that consumers feel an emotional connection with the 2005).
product. This design act as a thinking tool that sensitizes the Kring and Gordon, 1998 observed that women are more
consumer relationality and personality that is reflected in emotionally expressive and men are more reactive. Women
their behaviour which helps marketers and advertisers to express her feelings of love, anger, happiness, and sorrow
observe and understand their consumers even better (Postma through her expressions or gestures whereas men have the
et al. ,2012). Penz and Hogg (2011) noticed that consumer is tendency of reacting more in varying situations.
the effigy of mixed emotions, loved, anger, fear, happiness,
sadness. These emotions come from consumer experiences Suman et al., 2019 observed that the buying behavior of
which are reflected in their buying behaviour and so the consumer of young age is more powerfull than that of older
decisions are taken by consumers to make the next purchase. ager of consumers especially when we talks about online
Chitturi (2009) found that consumers carry emotional shopping. As aged consumers feels the traditional shopping
experiences with the product. These events come from the pattern is the most reliable shopping method whereas young
hedonic and utilitarian design of the product having positive generation thinks differently they feel online shopping as the
or negative consumption experiences and escort marketers most convenient method to buy anything which means
to understand the consumer post-consumption emotions maybe old age consumers are unaware with the usage of
with satisfaction and dissatisfaction level and hence generate technological tools to shop online. It has been noticed that
consumer loyalty. changes comes in human body with aging. These changes
Leonard and Rayport (1997) noticed a basic root of can be of hearing, vision, smell or taste. These changes with
empathic design which is observation, which means age make the consumers feels unalike. So it becomes very

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obvious that aging affects the feelings & emotions of Advertising Appeals, Brand Image, Price, Promotional
consumers distinctively. (Drolet et al., 2018) Techniques, Atmosphere

Bagozzi and Moore (1994) found that advertisements trigger

H3: There is positive and significant influence of the consumer emotions & sentiments. They influence
individual factors (age and gender) on the feelings & consumers to feel in a way they want and thus the emotional
emotions of consumer. feeling consumers arose in them after watching any
advertisement results in empathic responses which include
Feelings & Emotions Influence on Final Purchase the feelings and emotions of humans through their reaction,
Decision expression, or gestures which control consumers to think
and make a purchase decision. Majeed et al. (2017) gave
Achar et al. (2016) observed that emotions lodged in ACE approach (i.e. Appeals, Celebrity Endorsement,
marketing appeals influence the consumer decision-making Emotions) that attracts the women and catches their
process. Authors have coined emotions as antecedents to the attention towards the advertisement to influence their buying
final purchase decision as emotions are the result of the decision.
decision making and consumption of the consumers. Bello (2014) found that emotions can be manipulated with
Feelings vary on the emotional intelligence level of the the help of affective priming where the consumer decision
consumer and can be positive or negative. Consumers can depends upon the interaction consumers have with the
even possess negative emotions to get a positive response brand. The author observed another constraint which affects
and to map the emotional intelligence of the consumer the the buying decision of the consumers and that is the price of
emotional signals are noticed which clearly reflects in the the product and stated that consumer reacts positively if the
behaviour of the consumer and hence it is said that feelings price of the product is low and make the positive purchase
& emotions play a powerful role in making a final purchase decision but on contrary if the product price is high or
decision (Bell, 2011) increased the consumer react aggressively and dwindle the
Chen et al. (2017) observed that the consumer decision is product purchase. Store atmosphere amplifies the emotions
influenced by two types of appraisals i.e. cognitive appraisal of the consumers which tends consumers to feel happy and
and affective appraisals out of which cognitive appraisals therefore consumer possesses strong emotions towards the
helps in tendering the purchase intention of the consumers. store atmosphere which positively impacts the purchase
Consumers focus on their preferences and consider emotions decision of the consumers (Madjid, 2014).Mukhopadhyay
as an interactive and heuristic approach where the and Johar (2007) found that decisions that arise from
consumers interact with their preferred brands and make the emotions give rise to the judgments formed in the minds of
judgment quickly. Judgments taken while considering consumers and as a result used by marketers to influence
emotions as an economic activity are also considered as consumer decision by gaining the attention of consumers
social or interactive action as these emotions make the with emotional advertising. Marketers not only gain the
consumers feel good which is clearly shown in their action attention of the audience but also manipulate the consumers
when they make the final purchase decision (Bandelj, with their affective advertising techniques. (Soodan and
2009).Decisions made are based on the emotional state of Pandey, 2016)
the consumers. This emotional state can be manipulated by H5: There is positive and significant influence of
forming assumptions in consumers mind and making them advertising appeals on the relationship of feelings &
feel in a way marketers/ advertisers wants them to feel. The emotions and the purchase decision of consumer.
author also found that there is a positive and negative impact H6: There is positive and significant influence of brand
of emotional state in a consumer's mind. When a consumer image on the relationship of feelings & emotions and the
feels positive, the risk taken for making a purchase decision purchase decision of consumer.
comes out to be positive else negative (Chuang, 2007). H7: There is positive and significant influence of price on
Lucey (2005) stated emotions & feelings give rise to the the relationship of feelings & emotions and the purchase
judgment that investors form in their minds which results in decision of consumer.
the final decision. The author also noticed that decisions can H8: There is positive and significant influence of
vary on the mood or mental state of the investor which promotional techniques on the relationship of feelings &
simply means investor decision is based on how the investor emotions and the purchase decision of consumer.
feels. The decision becomes the most valuable decision H9: There is positive and significant influence of
when it comes to the family because in this situation atmospherics on the relationship of feelings & emotions and
feelings and emotions are connected with the family values. the purchase decision of consumer.
Hence authors have stated that emotions and values
influence the purchase decision where the consumers The hypothesis evolved in this section has been formulated
become irrational and take decisions considering their with the help of conceptual framework in the research model
personal feelings (Levy et al., 2008). depicted in Figure 1.
The model embraces the prime drivers of the study to
H4: There is positive and significant influence of feelings understand the impact of neuromraketing tool on consumer
& emotions on the purchase decision of consumer. decision making. After extensive literature review drivers
have been specified keeping in mind the value of
consumer’s feelings & emotions to their buying decision.

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