Neuroscience Unveiled: Shaping Consumer Behaviour with SEM Analysis

Abstract

Neuromarketing explores the subconscious mechanisms that impact customer choices. This research investigates the influence of neuromarketing on customer behaviour by analysing data, uncovering complex connections between emotion, attention, memory, perception, motivation, decision-making, and purchasing behaviour. Insights assist marketers in customising plans. This research examines the impact of consumer behaviour, with a focus on the emotional and cognitive components that drive decision-making. The study employs meticulous data analysis methods, such as data cleansing, descriptive statistics, and Structural Equation Modelling (SEM) with the assistance of Amos software. It examines the connections between emotion, attention, memory, perception, motivation, decision-making, and consumer purchasing behaviour. The inclusion of demographic information about the respondents enhances the research by offering valuable insights into various customer categories. Attention and memory have a robust positive association, highlighting the significant influence of attention on memory. Trust is strongly associated with attention, memory, motivation, and decision-making, emphasising the widespread impact of trust. The regression weights highlight the beneficial influence of attention, memory, perception, and motivation on consumer purchasing behaviour, but decision-making has a negative correlation.