Abstract:
1. Introduction
Neuromarketing, combining neuroscience and marketing, examines how
unconscious emotional and cognitive responses influence consumer
behavior. This study aims to explore how emotional involvement in
advertising can enhance consumer attachment and loyalty in Ahmedabad’s
culturally vibrant market. It addresses a gap in research on emotional
engagement in Indian consumer behavior, especially regarding the design
elements (like color schemes, layout, and fonts) in advertising that
influence decisions subconsciously.
2. Research Methodology
The study uses a quantitative approach, gathering primary data &
secondary data through structured surveys to assess consumer reactions to
advertisements with varied emotional elements. Likert-scale
questionnaires measure engagement, while specific metrics capture
responses to design features. Secondary data supports the findings, with
analysis conducted using regression analysis to examine the effect of
emotional engagement on advertisement effectiveness.
3. Findings and Discussion
Initial findings suggest that advertisements rich in emotional and design
aspects (colors, fonts and layouts) lead to higher engagement and brand
recall. This relationship emphasizes the importance of culturally resonant
cues—such as traditional colors and familiar imagery— that enhance
consumer engagement in Ahmedabad.
4. Conclusion and Implications
The study concludes that neuromarketing can refine advertising strategies
in Ahmedabad through emotional engagement and design elements, which
tap into subconscious preferences. The findings offer practical insights for
local businesses to enhance consumer connection, highlighting both
theoretical and practical implications of neuromarketing in culturally
specific contexts. Future research may explore additional cultural factors
that influence neuromarketing effectiveness in other regions of India
