HOW NEUROMARKETING CAN AFFECT CONSUMER EMOTION TO INFLUENCE PURCHASE DECISION-MAKING

Abstract

This study aims to analyze the role of emotions elicited by neuromarketing in shaping purchase decision-making, investigating the dichotomy between impulsive and conscious behaviors within the context of contemporary consumption. This is an analytical narrative review that integrates and critically interprets empirical evidence from studies employing techniques such as fMRI, EEG, eye-tracking, and psychophysiological measures. This methodological approach made it possible to identify emotional patterns triggered by marketing stimuli and to understand how elements such as brand, price, aesthetics, and sensory experience modulate neural circuits related to affective memory, emotional valence, and subjective valuation. The findings reveal that emotions play a decisive role in decision-making, preceding conscious rationalization and influencing both impulsive choices and deliberate judgments. It is concluded that neuromarketing provides significant contributions to enhancing managerial understanding of the interaction between emotion and decision-making, supporting more precise administrative practices aligned with the implicit mechanisms that govern consumer behavior.