Received: 06-06-2024 Revised: 15-07-2024 Accepted: 28-08-2024

The Role of Neuromarketing in the Purchasing Behavior of

Customers: The Role of Cognition and Perception in Purchasing
Decisions
*1-Afshin Yaghoobi 2- Sadaf Razavizadeh 3- Mehran Asgharpour 4- Peyvand Rezaie
Adl 5- Hamidreza Ghambari 6- Mohammad Sedaghati Jahromi
1-M.A. Student in Business Analytics, Department of Business Analytics, W. Frank Barton
School of Business, Wichita State University, Wichita, KS, USA
email: axyaghoobi@[Link] Orchid Code: 0009-0006-4695-6018
2-Department of psychology, Faculty of Educational Sciences and Psychology, Azarbaijan
Shahid Madani, Tabriz, Iran email: razavizadehsadaf@[Link] Orchid Code: 0009-0009-
9213-0147
3-M.A. in Clinical Psychology ,Faculty of Education and Psychology, Torbatjam Branch,
Islamic Azad University, Torbatjam, Iran email: [Link]@[Link] Orchid Code:
0009-0008-2259-7158
4- Bachelor’s of Surgical Assistant , Department of Paramedics ,Kermanshah University of
Medical Sciences and Health Services, Kermanshah, Iran
email:peyvandrezaieadl@[Link] Orchid code: 0009-0002-1787-855X
5-PhD student in Architecture, Department of Architecture, Faculty of Art and Architecture,
Islamic Azad University, West Tehran Branch, Tehran, Iran email:
[Link]@[Link] Orchid code: 0009-0002-2108-2538
6- [Link] of Technopreneurship, University of Tehran
email:Mohammad.sedaghati69@[Link] Orchid code: 0000-0003-4765-4936

Abstract
This study aims to examine the impact of neuro-marketing on customer purchase behavior
through the role of cognition and perception in purchase decision-making. To test these
hypotheses, participants were placed in a laboratory environment and exposed to emotional
and cognitive stimuli. Brainwaves (alpha and beta) and behavioral indicators such as the
number of purchases, purchase amount, and decision-making time were evaluated as the main
variables. The sample consisted of 30 participants, who were randomly assigned to
experimental and control groups. The results indicated that emotional and cognitive stimuli
had a significant impact on alpha and beta brainwaves. Emotional stimuli led to an increase in
beta waves and a reduction in decision-making time, suggesting enhanced alertness and faster
decision-making. Additionally, cognitive stimulation significantly increased both alpha and
beta waves and reduced decision-making time. However, the effect of these stimuli on the
number of purchases and the total amount spent was not significant.

Keywords: Neuro-marketing, Customer Purchase Behavior, Cognition, Perception

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Introduction

Marketing, as one of the vital aspects of business operations, has always played an important
role in determining the needs and desires of consumers and creating products or services that
meet these needs. Over time, marketing strategies have evolved to enable businesses to gain a
better understanding of consumer behavior. In recent years, neuro-marketing has emerged as
a novel and powerful tool for a deeper understanding of consumer purchasing behavior.

Neuro-marketing, using techniques from neuroscience, analyzes customers' decision-making

processes. This method employs tools such as functional magnetic resonance imaging
(fMRI), electroencephalography (EEG), and eye tracking to assess brain activity and
emotional responses, identifying the hidden factors influencing buying behavior (Morin,
2011). Compared to traditional methods like surveys and focus groups, neuro-marketing can
uncover latent information about customer preferences and behaviors that are not easily
visible in conventional analyses (Aldayel et al., 2020).

One of the most crucial components of effective marketing is a deep understanding of

consumer psychology. To create successful marketing strategies and boost sales, companies
must deeply understand the needs, desires, and motivational factors driving their customers.
Traditional marketing methods, such as surveys and focus groups, may not provide a
comprehensive understanding of consumer behavior due to their reliance on conscious and
self-reported responses from participants (McDowell & Dick, 2013). In contrast, neuro-
marketing provides a means to better understand customers' unconscious behaviors and the
role of emotions and perceptions in their purchase decisions (Alsharif et al., 2021).

Research has shown that approximately 50% of information is processed unconsciously by

the brain, highlighting the inability of traditional marketing methods to fully comprehend
unconscious processes (Ala et al., 2022; Kant, 2020). Neuro-marketing helps businesses
design more effective advertising campaigns by providing deeper insights into consumer
preferences and decision-making, influencing customers' emotions and cognition (Bhardwaj
et al., 2023). With the expansion of digital tools and resources, the online space has also
faced new challenges. From website design and product display to analyzing user feedback
and reviews, marketers must employ strategies that can influence customers' emotional and
perceptual responses. In this regard, neuro-marketing can assist businesses in identifying
implicit and automatic processes that influence customer decision-making, helping to develop
more effective campaigns (Wakjira & Kant, 2022).

The aim of this paper is to examine the role of neuro-marketing in customer purchase
behavior and analyze the role of cognition and perception in decision-making processes. By
utilizing concepts from neuroscience and cognitive psychology, a deeper understanding of
customer behavior can be achieved, allowing for the design of more effective marketing
strategies that influence the unconscious emotions and perceptions of customers.

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Neuro-marketing

Neuro-marketing is an emerging field in marketing that leverages neuroscience and related

technologies to examine the brain activity of consumers in response to marketing stimuli,
aiming to utilize this data to improve marketing strategies. Marketing, as a process of
introducing a product to the market, plays a key role in capturing the attention of customers
and influencing their purchase decisions. Even if a product is good, without effective
marketing, it cannot be properly introduced and attract its target audience. Especially in
competitive markets, new products require more efficient marketing strategies to be noticed
and accepted by customers (Khondakar et al., 2024).

Traditional marketing methods rely on surveys, interviews, and focus groups, which are often
influenced by social biases. Consumers may not express their true opinions for various
reasons and may instead respond in ways they think others expect them to. Additionally, the
emotional or environmental context in which individuals find themselves can affect their
responses, making it difficult for background analyses to accurately reflect their true
emotions (Ouzir et al., 2024; Khondakar et al., 2024). For this reason, marketers and
researchers are seeking alternative or complementary methods to overcome the limitations of
traditional marketing. One such method is neuro-marketing, which helps marketers gain a
better understanding of consumer reactions to marketing stimuli by analyzing their immediate
responses to advertising campaigns, packaging, and designs.

Neuro-marketing was first introduced in 2002 by Ale Smidts and was recognized as a tool for
applying neuroscience technologies to the marketing domain. This approach uses insights
from neuroscience and cognitive sciences to precisely analyze consumer needs, wants, and
preferences, utilizing this information to design marketing strategies and campaigns that are
more likely to resonate with target audiences. Unlike traditional methods, which often focus
on post-purchase attitudes, neuro-marketing aims to capture the brain's immediate reactions
during the purchase process, providing accurate insights into consumer decision-making
(Khondakar et al., 2024).

One of the advanced technologies used in neuro-marketing is Brain-Computer Interface

(BCI), which enables direct communication between brain electrical activity and external
devices such as computers. Neuro-marketing uses these technologies to examine immediate
consumer reactions to marketing stimuli. The brain data collected through these methods
allows marketers to gain a deeper understanding of consumer behavior and decision-making,
and design more effective strategies based on this information (Kaya et al., 2024). Among the
most commonly used techniques in neuro-marketing are non-invasive imaging methods such
as Electroencephalography (EEG), Functional Magnetic Resonance Imaging (fMRI), and
Functional Near-Infrared Spectroscopy (fNIRS). These methods help identify consumer
preferences, interests, and emotional responses by analyzing physiological brain data.
Particularly, EEG is one of the most popular methods in neuro-marketing due to its low cost
and high temporal accuracy, and is frequently used to analyze emotional states and predict

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consumer reactions. EEG data provides an accurate measure of emotional reactions because it
cannot be consciously manipulated (Pratama et al., 2024; Ouzir et al., 2024).

Large companies such as Google, Unilever, and Microsoft are utilizing the results of neuro-
marketing research to enhance customer engagement and optimize their advertising
campaigns. These advancements have been made possible, especially due to the high
precision of analytical tools in the field of neuro-marketing engineering (Ouzir et al., 2024;
Nguyen, 2024). Therefore, examining and understanding the fundamentals of neuro-
marketing and its potential enables marketers and researchers to leverage these tools to
improve marketing strategies and, ultimately, perform better in competitive markets.

History and Theoretical Background of Neuro-marketing

The history of neuro-marketing dates back to the 1990s, when researchers began using
neuroscience techniques to study consumer behavior. This field gained more attention in the
early 2000s following the publication of several studies demonstrating the effectiveness of
neuro-marketing techniques in predicting consumer behavior.

One of the first studies in the field of neuro-marketing was conducted by Read Montague and
his colleagues at the Baylor College of Medicine in 2004. In this study, participants were
asked to taste two different types of soda while their brains were scanned using functional
magnetic resonance imaging (fMRI). The results showed that participants’ preferences
between the two sodas could be predicted based on their brain activity. This study provided
evidence that neuro-marketing techniques could be used to predict consumer behavior. The
neuro-marketing technology market has continued to grow steadily. The term "neuro-
marketing" was first coined in the 1990s in the United States, with the initial studies being
conducted by Gerald Zaltman, a professor at Harvard University. Several experts in this field
established neuroscience companies with the goal of utilizing new scientific tools outside the
academic world (Zaltman, 2003). One example of these efforts was presented by Gemma
Calvert, who, after achieving several academic successes including a Ph.D. in brain imaging
from Oxford University and publishing articles in prestigious journals like Science and
Nature, founded Neurosense in 1999. Neuroscience, with its revolution in the fields of
medicine, pharmaceuticals, and even economics, has had a far greater impact than is widely
recognized (Gemma, 2004).

Neuro-marketing is based on the idea that much of human behavior, including consumer
behavior, is influenced by unconscious brain processes. These processes are difficult to
measure using traditional marketing research methods such as surveys and focus groups.
Neuro-marketing employs techniques from neuroscience to measure the brain's responses to
marketing stimuli, helping to understand these unconscious processes.

One of the key theories underlying neuro-marketing is the idea of emotional decision-
making. Research has shown that emotions play a significant role in the decision-making
process, and emotional responses to marketing stimuli can be measured using neuroscience

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techniques. For example, a study conducted by Baba Shiv and his colleagues at Stanford
University found that participants were more inclined to make impulsive purchases when
they were hungry, and this behavior was associated with increased activity in the nucleus
accumbens, a part of the brain involved in reward processing.

Another theory underlying neuro-marketing is the concept of mirror neurons. Mirror neurons
are a type of brain cell that are activated when an individual observes another person
performing an action. Research has shown that mirror neurons play a role in empathy, social
cognition, and learning. In the context of neuro-marketing, mirror neurons can help us
understand consumer reactions to marketing messages and interpret social cues in
advertisements.

Neuro-marketing is a novel approach that provides a fresh perspective on consumer behavior

and decision-making processes, particularly in the purchase of products or services. This
approach moves away from the simplified model of "homo economicus," which assumes that
consumers are rational and make decisions based on logical cost-benefit analysis. New
models of human behavior explain the stages individuals go through before acting, including
both unconscious and conscious phases (Misra, 2023).

Research Background

Alsharif & Mohd Isa (2024) conducted a study titled "Revolutionizing Consumer Insights:
The Impact of fMRI in Neuro-marketing Research." This study provides a comprehensive
bibliometric analysis (performance analysis) and content analysis of global research on
"Neuro-marketing or Consumer Neuroscience" and "Functional Magnetic Resonance
Imaging (fMRI)." Using the PRISMA framework and R software, thirty-six articles indexed
in Scopus were analyzed. The United States and the California Institute of Technology
emerged as key contributors, with Rangel, A., and Reiman, M. identified as notable authors.
Prominent themes included 'advertising,' 'product,' 'price,' and 'brand,' and two journals,
Journal of Consumer Psychology and Journal of Neuroscience, were recognized as key
publications. The most-cited paper, "Marketing actions can modulate neural representations
of experiential pleasure," received 620 citations. Furthermore, fMRI has been used to study
consumer behavior (impulsivity, reward, emotions, decision-making, and memory) in
response to marketing stimuli such as price (willingness to pay), advertising (endorsement by
celebrities, MSV), product (packaging design), and brand (halal logos, labeling, and
personality). This study provides a valuable literature review matrix and offers precise
insights into the current trends in global neuro-marketing research using fMRI. It emphasizes
the significant impact of fMRI in both academic and commercial domains, offering new
insights for targeted marketing and consumer behavior research. The study also provides
valuable guidance for developing more effective advertising strategies, understanding
consumer decision-making processes, improving business performance, and fostering
academic collaborations.

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Khondakar et al. (2024) conducted a systematic review of EEG-based neuro-marketing

(recent trends and analysis techniques). They stated that neuro-marketing is an emerging
research field aimed at understanding consumer decision-making processes when choosing
products. This information is of immense value to businesses looking to improve their
marketing strategies by understanding the factors that positively or negatively influence
consumers. Neuro-marketing has the potential to revolutionize the marketing industry by
enabling companies to offer more engaging experiences, create more effective
advertisements, avoid misguided marketing strategies, and ultimately save millions of dollars
for businesses. Therefore, well-documented research on the current state of this field is
crucial. In this article, the authors provide a systematic review of EEG-based neuro-
marketing. The goal is to clarify research trends, technical domains, and potential
opportunities in this field. They reviewed recent articles published in credible databases and
categorized popular research topics in neuro-marketing into five clusters, highlighting current
research trends. The paper also discusses the brain regions activated during decision-making
and their relevance to neuro-marketing applications. It appropriately presents the marketing
stimuli that can elicit genuine reactions from consumers' minds, the techniques for processing
and analyzing recorded brain data, and current strategies for interpreting these data.

Ouzir et al. (2024) authored an article titled "Neuro-marketing and Decision Making:
Classifying Consumer Preferences Based on EEG Signal Changes in Brain Regions." In this
study, they emphasized that neuro-marketing focuses on studying brain responses and
understanding how consumers' brains react to products and services and how these reactions
influence their choices. Evidence suggests that Electroencephalography (EEG) can provide
valuable insights into consumer preferences and decision-making processes. The goal of this
study is to evaluate the relative importance of various brain regions (including right/left
hemispheres, frontal, temporal, parietal, and occipital lobes) in consumer choices for e-
commerce products. The study also seeks to identify EEG features associated with consumer
preferences using a classification system. Using publicly available EEG marketing data sets,
signal changes were evaluated using a mixed model for repeated measures across all brain
regions. Four classification algorithms (k-nearest neighbor, random forest, neural network,
and gradient boosting) were used to distinguish between "like" and "dislike" preferences.
Higher EEG activity in the right hemisphere, right parietal lobe, right occipital lobe, and left
occipital lobe was associated with "like" responses. All brain regions, except for both sides of
the temporal lobe, showed a significant decrease in activity at 4000 ms for "like" responses.
However, no significant changes in activity were observed for "dislike" responses. The
highest AUC (Area Under Curve) for the four classifiers were: 76.61% for the right parietal
lobe with a neural network, 75.33% for the left parietal lobe with gradient boosting, 73.55%
for the right frontal lobe with k-nearest neighbor, and 72.62% for the right frontal lobe with
random forest. Given the significant difference between "like" and "dislike" responses at
4000 ms, the neural network performed the best, followed by gradient boosting. The authors
concluded that their framework indicates that the formation of preferences (like and dislike)
requires different patterns of brain activity, and neural networks and gradient boosting are
valuable tools for distinguishing consumer preferences.

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Yadete & Kant (2023) in their article studied neuromarketing in understanding consumer
behavior (a systematic literature review). They stated that neuromarketing and its implicit and
automatic processes affect customer decision-making and reveal any hidden understanding of
consumer behavior. Today, there is a growing interest in studying consumers’ brain responses
and how they influence decision-making processes, as one of the most critical questions in
today’s market is what factors encourage consumers to choose one product over another.
Although neuromarketing is recognized as one of the main research areas to achieve this
goal, it is still a young and rapidly evolving field. The aim of this study was to examine how
advertising affects consumers' purchasing decisions in online shopping. Other objectives
included examining the role of customers' gaze fixation points, the number of gaze fixations,
heat maps, and emotions in response to stimuli or marketing efforts. The stimulus is provided
by the consumer, and the advertising effort evaluates the response. The authors used a
systematic review of recent research literature. The inclusion and exclusion of scanned
literature were conducted using the PRISMA method. To examine the effect size of the
literature used, the authors used a forest plot based on partial correlations. Publication bias in
the systematic literature review was observed using a funnel plot. Additionally, bibliometric
analysis and content analysis were conducted to support the strength of the reviewed
literature.

Misra (2023) studied neuromarketing insights into consumer behavior. In this study, he states
that the emergence of neuromarketing has been a significant revolution in the marketing field.
This interdisciplinary field combines principles from neuroscience, psychology, and
marketing to understand consumer behavior and create more effective marketing strategies.
Neuromarketing addresses the decision-making processes of consumers. In parallel, eye-
tracking devices are used, allowing for the precise identification of stimuli that trigger the
response at that moment. Additionally, some neuromarketing companies use GSR (Galvanic
Skin Response) sensors to measure the skin's electrical conductance, which is another
element providing insights into consumer reactions to different commercial messages. This
article provides an overview of neuromarketing, including its history, theoretical background,
and practical applications. It also discusses the current state of research on neuromarketing
and its potential for future developments. The article used the Scopus database to analyze
relevant articles from 2007 to 2018. It also explores the use of neuromarketing research in
digital platforms and social media, considering both the goals of companies and the benefits
to consumers. The article refers to the tools used for this purpose, including Magnetic
Resonance Imaging (MRI), brain scanners that identify areas of the brain responding to
various stimuli, and Electroencephalography (EEG), devices that measure electrical activity
in the brain. The goal of the article is to demonstrate the role neuromarketing plays in
accurately understanding consumer behavior, needs, words, and emotions.

Hussain & Mahfooz (2023) explored the use of neuromarketing tools and methods to
understand consumer purchasing behavior. The main goal of this study is to provide a
comprehensive overview of the neuromarketing field. This study aims to categorize the
physiological and neuroimaging tools currently used in marketing research and clarify the
brain infrastructures of consumer behavior that need to be addressed in the development of

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marketing strategies. An increasing number of marketing and advertising companies have

added to their activities, aiming to stimulate more consumer purchases and maintain a
competitive market position. Every day, people are exposed to various types of
advertisements, both directly and indirectly. Will these products be purchased if the banners
reach their target audience correctly? Neuromarketing is an interdisciplinary field that
integrates principles from neuroscience, marketing, and psychology to examine consumer
attitudes and manage marketing processes. The use of various neuroimaging methods and
tools, including Functional Magnetic Resonance Imaging (fMRI), Electroencephalography
(EEG), and eye-tracking, is essential for measuring neural processes. Understanding
customer purchasing behavior is critical for developing effective marketing tactics and
increasing sales. The use of neuromarketing strategies to identify subliminal factors that
influence customer decision-making is promising, where traditional marketing tactics may
not adequately address it.

Methodology and Research Information

This study is applied in nature and is classified as experimental in terms of its method and
essence, conducted in a laboratory setting. The aim of this research is to examine the role of
neuromarketing in consumer purchasing behavior (specifically the role of cognition and
perception in purchase decisions). For this purpose, the following hypotheses were
formulated:

1. Neuromarketing positively affects consumer purchasing behavior by stimulating the

emotional centers of the brain.
2. Neuromarketing positively affects consumer purchasing behavior by stimulating the
cognitive centers of the brain.

To test the stimulation of the emotional centers of the brain, emotional images were used.
Emotional images (e.g., positive and happy images) were tested against neutral images (those
with no emotional charge), and consumer purchasing behavior was measured by the number
of purchases, the final purchase amount, and decision-making time. Additionally, alpha and
beta brainwaves, recorded using Electroencephalography (EEG) and indicating relaxation and
attention/excitement respectively, were utilized.

The experiment was conducted in the cognitive science lab at Allameh Tabataba’i University.
A final sample of 30 participants was selected, with an average age range of 25 to 30 years.
The sample was gender-balanced (50% female, 50% male) and participants were chosen from
a specific income range. Participants' initial emotional state was recorded using a short
questionnaire (e.g., PANAS).

To control the laboratory environment, a quiet room with appropriate lighting and no external
distractions was selected. Participants were placed in the room, and EEG electrodes were
correctly attached to their heads. A 3-minute period was recorded to establish the baseline
brainwaves.

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The experimental groups were as follows:

• Experimental Group 1: Participants were exposed to emotional images (pictures of

people experiencing happiness and joy).
• Experimental Group 2: Participants were exposed to cognitive information (videos,
texts, and images providing interesting and useful product information).
• Control Group: Participants were exposed to neutral images (pictures of products or
simple environments without emotional charge) and regular information (ads that did
not provide useful information).

Each participant in Experimental Group 1 viewed online store products and made purchase
decisions based on the emotional images shown. Each participant in Experimental Group 2
reviewed online store product information and made purchase decisions based on the
cognitive information provided.

Alpha and beta waves were recorded during the display of the images and cognitive
information, as well as during the decision-making process. Alpha waves indicated relaxation
and minimal stimulation, while beta waves indicated attention and excitement. In addition,
the number of purchases, total purchase amount, and decision-making time in the online
shopping environment were recorded. Participants' emotions were measured both before and
after the experiment using a questionnaire to precisely assess changes.

To analyze the results, changes in alpha and beta waves, as well as purchasing behavior
(number of purchases, total purchase amount, and decision-making time), were compared
between the experimental and control groups.

Analysis and Hypothesis Testing

To analyze the collected data, a t-test was used to examine significant differences between
the groups. The results obtained are as follows:

Hypothesis 1: Neuromarketing has a positive effect on consumer purchasing behavior by

stimulating the emotional centers of the brain.

Results of Hypothesis 1 Testing:

Table 1 - Results of Hypothesis 1 Testing:

variable t-statistic p-value

Alpha wave 4.29 0.000194

Beta Wave 4.97 0.000030

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Purchases 1.79 0.083549

Total Spent 1.17 0.251478

Decision Time -4.03 0.000386

The results for Hypothesis 1 show that the p-value for both alpha waves (0.000194) and
beta waves (0.000030) is less than 0.05. This indicates that there is a statistically significant
difference between the experimental and control groups in terms of alpha and beta waves,
signifying a positive effect of neuromarketing through emotional center stimulation on
consumer purchasing behavior. However, the p-value for the number of purchases
(0.083549) and total amount spent (0.251478) is greater than 0.05, meaning there is no
significant difference between the groups for these variables. The p-value for decision-
making time (0.000386) is less than 0.05, indicating a significant difference between the
groups, with Experimental Group 1 taking less time to make decisions compared to the
control group.

Hypothesis 2: Neuromarketing positively affects consumer purchasing behavior by

stimulating the cognitive centers of the brain.

Results of Hypothesis 2 Testing:

variable t-statistic p-value

Alpha wave 3.68 0.002045

Beta Wave 5.12 0.000087

Purchases 1.83 0.078321

Total Spent 0.97 0.334290

Decision Time -3.89 0.001231

The data for Hypothesis 2 show that there is a significant increase in alpha wave activity in
Experimental Group 2 (p-value: 0.002045), which indicates heightened focus and relaxation
in this group. Additionally, beta wave activity, associated with alertness and cognitive
engagement, was significantly higher in Experimental Group 2 (p-value: 0.000087),
suggesting increased attention and mental engagement following cognitive stimulation.

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However, the effect of cognitive stimulation on purchasing behavior is less clear. Although
the number of purchases was relatively higher in Experimental Group 2, the observed
difference was not statistically significant (p-value: 0.078321), meaning cognitive stimulation
had a limited effect on the number of purchases made by customers. Similarly, no significant
difference in total amount spent was found between the groups (p-value: 0.334290),
indicating that cognitive stimulation did not have a direct impact on customer spending
behavior.

On the other hand, decision-making time was significantly reduced in Experimental Group 2
(p-value: 0.001231), which suggests that cognitive stimulation can help accelerate customer
decision-making and product selection.

Conclusion

The results of Hypothesis 1 indicate that stimulating emotional centers through

neuromarketing leads to increased attention and positive emotions. The reduction in decision-
making time in the experimental group suggests that neuromarketing can expedite the
purchasing process. The recorded brainwaves showed a significant increase in beta waves,
which are associated with attention and excitement, in Experimental Group 1. This implies
that emotional stimulation can heighten mental engagement, making customers more alert
and attentive during the moment of purchase. In other words, when customers are exposed to
positive emotions such as joy and pleasure, not only do these emotions intensify, but the
decision-making process speeds up, as customers tend to make quicker and more confident
choices under the influence of positive emotions. While the effect of emotional stimulation
on the number of purchases and total amount spent was not fully significant, the reduced
decision-making time suggests that this type of marketing can enhance the speed and
accuracy of customer selection and purchase.

The results of Hypothesis 2 showed that stimulating cognitive centers using advertising
content can lead to increased focus, alertness, and reduced decision-making time for
customers. However, its impact on purchasing behaviors (such as the number of purchases
and total amount spent) is less clear. Alpha waves, which are associated with relaxation and
focus, significantly increased in Experimental Group 2, indicating improved mental focus
when confronted with cognitive information. Additionally, the increase in beta waves in this
group reflects greater alertness. Although the number of purchases in the cognitive group
increased slightly, this difference was not statistically significant. This suggests that cognitive
stimulation has a greater impact on improving cognitive processes like attention and focus
rather than directly influencing practical behaviors such as the number of purchases or
amount spent.

This study highlights that neuromarketing, through both emotional and cognitive stimulation,
can improve customer attention, focus, and decision-making speed. However, the effects of
these stimuli on financial and practical aspects of purchasing may take longer to manifest or
may require complementary marketing approaches. Therefore, marketers can enhance

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customer behavior by combining emotional and cognitive elements in their strategies, while
also recognizing the limitations of these methods in driving immediate purchase increases.

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Received: 06-06-2024 Revised: 15-07-2024 Accepted: 28-08-2024

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