The Relevance and Challenges of Neuromarketing in Advertising Strategies

Abstract

Capturing consumer attention and inciting a desire to purchase is the most challenging task for the advertising industry in the current competitive market. Companies are increasingly employing neuromarketing to gain insights into consumers' subconscious cognitive processes, rather than relying solely on conventional marketing techniques. Neuromarketing integrates neuroscience and marketing strategies, enabling researchers to examine the mechanisms of human emotions, attention, memory, and decision-making. This study subject focuses on understanding the importance and challenges of neuromarketing within advertising strategies. This study investigates the usefulness of neuromarketing techniques—namely eye tracking, EEG, fMRI, and biometric signals—in assessing advertisement efficacy. It also examines the extent to which advertising may leverage individuals' subconscious responses to influence their purchasing decisions. Conversely, substantial challenges encompass high costs, ethical dilemmas, violations of client privacy, and technical complexities, which are all topics of discussion. This research aims to evaluate the growing importance of neuromarketing in advertising tactics and to identify the barriers hindering its widespread use. This study will provide innovative insights for the advertising and marketing industries and will also be a great resource for legislators and researchers.