EXPLORING THE EFFECTS OF

NUEROMARKETING ON CONSUMER
B E H AV I O R I N E - P L AT F O R M S

Presented by Faculty Mentor

Siddharth Singh Dr. khushboo Raina
031/2022
 INTRODUCTION
Neuromarketing is a relatively new discipline
that combines behavioural psychology,
economics, and consumer neuroscience to
understand the unconscious drivers of choice
and preference in marketing
It utilizes various techniques to measure respondents'
reactions to different stimuli.
The use of neuromarketing techniques has raised
ethical concerns, but many studies highlight the
benefits it offers in gaining insights that traditional
methods like focus groups and questionnaires cannot
provide
 PROBLEM STATEMENT

Explore how neuroscience techniques can be used to study consumer

responses to marketing stimuli.
 Objectives
Objective 1 Objective 2

Examine the extent upto which

Explore the psychological triggers
psychological triggers can impact
that impact consumers' emotional
the buying behaviour of the
responses
customer in e platforms
 Hypothesis
Ho1 Ho2

psychological triggers does not

psychological triggers have no
have any impact on the purchasing
impact consumers' emotional
behaviour of the customer in e
responses
platforms
Literature review
Related Research Papers
Investigating the power of imagery in marketing communication by Alan Branthwaite
01
Authors investigate the effects of imagery and devise appropriate tools to analyse its influence on the consumer, and they need an
understanding of the mechanisms involved, which can give clients more confidence when buying qualitative research.

Neuromarketing combines behavioral psychology, economics, and consumer neuroscience to gain insight into unconscious drivers of
choice and preference that traditional methods cannot discover

Predicting Advertising success beyond Traditional Measures: New Insights from Neurophysiological Methods
02
and Market Response Modeling By Vinod Venkatraman & Angelika Dimoka

• The paper explores the use of neurophysiological methods in predicting advertising success, specifically focusing on measures such as attention,
affect, memory, and desirability
• The paper found that functional magnetic resonance imaging (fMRI) measures explain a significant portion of the variance in advertising
elasticities, indicating their usefulness in predicting advertising success
Related Research Papers

03 Psychological factors affects online buying behaviour by Kartika

Nuradina
The paper discusses the transformation of consumer behavior from offline buying to online buying in the last five years

The study highlights the importance of psychological factors such as perception and attitude, motivation, emotion, and trust as the factors
that influence the transformation towards online buying .
The findings from this study provide insights for future research in terms of understanding the psychological factors that can influence
consumers' purchase decisions
Related Research Papers

04 Toward a Better Understanding Of Advertising Stimuli Processing by

Michal Matukin, Rafal Ohme

• The study explores consumers' subconscious responses to eye fixation on a static advertising image, specifically a DVD
cover, using EEG and eye-tracking data.
• The study makes two contributions: it empirically explores the impact of eye fixation on peripheral information, and it
demonstrates how EEG and eye-tracking data can be integrated to understand the relationship between eye fixation and
subconscious responses. [1]
• The data from eye-tracking and EEG measurements were integrated to demonstrate the link between eye fixation on
specific visual cues (areas of interest) and the subconscious reactions evoked by them.
• The study addresses the differences in eye fixation and subconscious reactions between different conditions using
statistical tests.
Related Research Papers
Psychological Factors Influencing Consumer Behaviour
05
Bianca Vainikka
The paper aims to provide an in-depth elucidation of the many aspects that influence consumer behaviour

It emphasizes the "why" and "how" questions involved in decision making and buying behaviour .examines the challenges involved
in discovering individual consumers and focuses on the rationale behind common consumer decision-making processes.

The paper outlines the significant factors that impact consumer behaviour, including internal influences, motivation, emotions,
personality, and influencing attitudes and behaviour.
Related Research Papers
Exploring the Influential Factors of Online Purchase Intention in Finland
06 by Heather Agyapong
The paper focuses on the factors influencing online purchase intention in Finland .

The study highlights the rapid growth of online shopping and the potential market for it, especially in Finland, which is known for
its adaptation of new technologies .

The popularity of online shopping has attracted the interest of retailers to target this area The study aimed to determine the factors
influencing online purchase intention in Finland. The data analysis revealed that convenience is the biggest perk influencing online
purchase intention in Finland. Finnish shoppers also prioritize the quality of products they intend to purchase
Related Research Papers

• The relevance of holistic website perception. How sense-making and exploration cues guide consumers' emotions and
behaviors
• Eyes on the frame: Explaining people’s online searching behavior in response to TV consumption by Sabrina Heike Kessler
• Neuromarketing: The New Science of Consumer Behavior by Christophe Morin
• Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye
tracking by Rami N. Khushaba1, Chelsea Wise
• On the use of EEG or MEG brain imaging tools in neuromarketing research by Giovanni Vecchiato
• Neuromarketing: Where marketing and neuroscience meet by Zineb Ouazzani Touhami, Larbi Benlafkih
• Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared
spectroscopy (fNIRS) by Stephan G.H. Meyerding
CONCLUSIONS DRAWN FROM THE SECONDARY RESEARCH
TILL NOW
• Neuromarketing combines behavioural psychology, economics, and consumer neuroscience to gain insight
into unconscious drivers of choice and preference that traditional methods cannot discover. Eye tracking is
a widely used technique in market research.
• The benefits of eye tracking in market research include measuring respondents' reactions to stimuli,
detecting attention, measuring sensory experience, probing memory and learning processes, and tapping
into emotions and motivation
• The limitations of the study include a small sample size that is not representative of the population by age
or gender, fixed color and positioning of images introducing potential bias, and the lack of a specific
marketing goal for the study
• Other studies have shown that contextual information and knowledge strongly influence preference and
liking, and positive words and associations increase liking. Wanting and liking can be measured through
changes in work and effort, behavioral changes, eye fixations, and activation of specific brain regions
Research Gaps
The study does not investigate the
potential impact of individual differences, Extent of importance of factors on buying
such as age, gender, or cultural behaviour have not been discussed in the
background, on the observed neural and research papers
behavioral responses

The study does not explore the potential The study does not discuss the potential
differences in psychological factors limitations or challenges in measuring
between different types of online and studying psychological factors in the
purchases (e.g., products vs. services). context of online buying behavior
How this Research is different from existing published
paper
Previous papers have only identified the
factors that are important when designing
campaigns with a focus of
Focusing on E-Platforms where
neuromarketing but the extent upto which
neuromarketing can be most effective
those factors are important is not explored
yet and my paper focuses on the
particular subject

No grouping of similar factors have done

in the previous research for the ease of
marketing to focus on a particular group
while performing STP
Research Methodology
Research design: A mixed method approach will be incorporated for a better understanding; this
involves analyzing both quantitative and qualitative data

Phase 1 Phase 2

Quantitative data analysis Qualitative analysis

1. Collect quantitative data and 1. Interpret the findings from the
Perform factor analysis to identify quantitative analysis in the context
underlying factors influencing of the qualitative data.
consumer behavior 2. Analyze Questionnaires.
2. Calculate correlations between 3. Conduct content analysis of
extracted factors and consumer marketing stimuli.
behavior measures
Research Methodology
Sampling Plan Data Collection Method
• Sampling Method: Convenience Sampling
• Questionnaires will be used with a combination
• Target Population: Consumers of online retail platforms of close ended and open ended question focusing
in the Delhi NCR region on each factor identified from secondary data

• Sampling Frame: A list of consumers who have used an • LikertScale will be used
online retail platform in the past year

• Sample Size: 210

(n = (1.96^2 * 0.5 * 0.5) / (0.07^2) = 198)

Note: confidence level at 95%
error margin 7%
increased to 210 for ease of calculation
Data Analysis Method
Phase 1
Factor analysis will be used to
identify and group the factors
which triggers the emotional
responses
(Note: factors will be identified
from secondary data
Phase 2
After factor analysis, correlation
will be used to identify the co
relation between psychological
factors and purchasing behaviour
Minutes of the meet

Date Meeting Topic Meeting Participants Action Items

Student Student to go through existing research

08/10/23 Topic discussion
Mentor papers and identify research gaps

Student to select an industry based on

10/10/23 Topic finalizing
existing research papers

Select relevant research methodology

22/11/23 Research methodology discussion (Research design, Sampling technique,
Sample selection, Data Analysis)

26/11/23 Mid review presentation Questionnaire designing, Interview script

THANKYOU