ROLE OF NEUROMARKETING IN SHAPING ADVERTISING STRATEGIES

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