Neuromarketing in marketing 6.0: Exploring the intersection of consumer psychology and advanced technologies

Abstract

This research paper explores the intersection of neuromarketing and advanced technology within the framework of marketing 6.0, focusing on their impact on consumer psychology and the effectiveness of marketing strategies. The study employed a quantitative approach, utilizing a structured questionnaire distributed to 335 respondents who had engaged with marketing campaigns incorporating neuromarketing techniques. Through one-sample t-tests, the findings revealed that neuromarketing significantly enhances consumer engagement, brand perception, and emotional responses, supporting the hypothesis that neuromarketing positively impacts consumer psychology. Additionally, the research highlighted the vital role of technology in optimizing neuromarketing strategies, as respondents expressed a strong preference for technology-driven campaigns that deliver personalized experiences. The implications of these findings suggest that integrating neuromarketing principles and technological advancements can lead to more effective marketing strategies, ultimately fostering consumer loyalty and engagement. Future research directions are proposed to explore longitudinal effects, demographic variations, ethical considerations, and the integration of emerging technologies within neuromarketing.