Integrating Neuropsychology into Neuromarketing: A Comprehensive Review of Consumer Cognitive and Emotional Responses

Abstract

This paper explores the confluence of neuropsychology and neuromarketing, emphasizing the utilization of neuropsychological insights to better comprehend consumer behavior. By employing neuroscience tools such as EEG, fMRI, and Spectroscopy, neuromarketing measures consumer responses to advertising stimuli, focusing on critical areas like attention, memory, and emotional engagement. The study also delves into executive functions—working memory, self-regulation, flexible thinking, and problem-solving—and their influence on consumer decisions. Dyspeptic syndrome's impact on behavior and tailored marketing strategies are addressed. Methodologies including EEG, eye-tracking, and biometric data analysis are discussed for optimizing advertising strategies. The paper also touches on the role of neuropsychology in enhancing business strategies, highlighting ethical considerations, technical challenges, and the potential for interdisciplinary advancements. Additionally, it reviews related studies across varied domains such as neuroleadership and big data analytics, demonstrating the broad applicability of these insights.